Creative Direction in failsafe flood branding

Creative Direction has been appointed by flood prevention group Flood Control to create a new identity and website.

Flood Control, which has recently worked on the Wakefield defence system in West Yorkshire, also works with commercial clients including Schweppes and Coca-Cola to avoid industrial leakage, as well as with home-owners on domestic systems.

Having refused to pitch creatively ‘on principle’, says Creative Direction director David Major, the consultancy was appointed in July on credentials, ‘despite us not being the cheapest’, he adds.

Tasked with a complete rebrand, the consultancy will create an identity and associated branding including brochures, data sheets, advertising templates and a website.

‘The main thing is to make a symbol of security – something that suggests its systems never fail,’ Major says. ‘The symbols we’re sketching look at stopping flow, like flowing lines controlled in a sphere, which show movement, but come up against the strength and restriction of a circle.’

Earlier work on the logo has been scrapped due to a change in the brief, according to Major, who says, ‘Flood Control wanted a word marque, but as it’s going to be buying three other companies now, we need something with a symbol.’

Sub-brands or colour-coded symbols may be used to represent the manufacturing and fitting companies that the brand is about to acquire.
The branding is set to launch by the end of the year.

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