Evolution not revolution
While the Richfords brand is well established and respected throughout the UK, the company’s visual identity was beginning to feel tired and dated. It wasn’t working hard enough to convey the positive message of Richfords and posed difficulties with flexibility of use across different media. But certain elements, such as the colour palette, had become recognised and were positive signifiers amongst their audiences. We designed a bold updated mark that works well in any circumstance, from van livery to social media.
We worked with photographer Gary Moger to create a bank of images focused on architecture and reconstruction while also documenting Richfords’ head depot in Redruth, Cornwall. The images focused on the shapes and details of structures to reflect Richford's precision and strong stability. These images form a base of visual assets for the company to use across a wide range of marketing materials.
Having evolved the Richfords logo, we continued to develop the new visual identity across a number of different outputs. Part of the existing visual identity that still worked well was the red and blue colour palette, which we accentuated to become bolder, positive and more striking.
We designed the website to be as user-friendly as possible, with uncomplicated details and clear delivery of information, while functioning responsively across multiple devices – paramount for those whose property has just been damaged. The homepage is feed based, pulling in recent and regular blog articles and social media posts, demonstrating how active Richfords is as an organisation.