Agency Access is a recruitment agency specialising in matching creative talent to suitable positions and clients. I was asked to create a guideline document to outline their new identity system designed by MSDS. Brand guidelines are important (yet often overlooked) documents and serve to ensure integrity of the core brand assets in their implementation. Since identities and brand components (such as colour, typography, image libraries etc) are not always centrally controlled, and can take on a life of their own once launched, it is hugely important to have a reference manual which outlines correct usage and guidelines for creating branded materials. Investment in such a document helps ensure brand integrity in all future applications if created and used correctly.

These guidelines were required to be focussed and brief, aimed at creative professionals who would be most likely to come into contact with the brand. I decided to break the manual into 3 sections, outlining the brand voice and background, the new identity itself, and the overall system respectively.

The first section introduces the company and elaborates on what they do and why. It details the brand attributes and tone of voice to help with copywriting. The second section introduces the new corporate signature, explaining its composition and construction to ensure correct usage. The final section outlines the brand colours and typography and show how they can used in stationery and other such systems.

The overall design of the manual was created specifically for this piece as it was the first comprehensive piece created within the new brand style. The grid allows for very different content on each page while maintaining an overall consistency. Strong typography and colour backgrounds combine to make the piece easily navigable and approachable, thus helping to ensure that it will be used correctly. A more creative layout than is usual with such pieces helps differentiate it from similar documents and to reinforce the brand style and values.