Smoking Gun PR recruited Cunning Plan to help take their branding to the next level and inject some ‘ingeniousness’ into its collateral. The aim was to move away from the more corporate look and help communicate the innovation and creativity at the heard of the agency.
The original logo was to remain, but needed to be developed into a real brand identity. Smoking Gun also needed a complete suite of brand guidelines, document templates, stationary, website redesign and branding for the office.
MORE THAN JUST A LOGO...
Following some research, Smoking Gun had hit upon ‘ingenuity’ as one of their key messages, along side evidence based PR that company was founded on. The first task was to take this ‘ingenuity’ and inject it into the design collateral.
Introducing the bright red made the logo stand out and the secondary blue ties to the agency's attitute of big ideas and creativity.
The concept for the illustrations came from the ‘ingeniousness’ of Davinci’s many diagrams, so we illustrated contemporary objects (iPads, TVs etc…) in this style.
AN INGENIOUS WEBSITE
The goal was not to completely rebuild the site, but to take the existing structure and build on it whilst adding some new features and enhancing the CMS. Dynamic testimonials, connected case studies and awards pages ensure that content need only be added in one place to appear throughout the site.
Naturally, social integration was key and the site is constantly reviewed to ensure the optimum user experience and great search rankings.