Advertising Standards Levy
Role
Lead brand and digital designer
Brand visual identity
Brand strategy and positioning
Brand story and messaging
UX and UI design
Logo design and brand guidelines
Working alongside the MD, project manager and key stakeholders from b/asbof, we kicked off with a discovery phase to really understand the business, its users and the main perception gaps. It quickly became clear that they needed a unified brand system, one that allowed each organisation to maintain its own identity while presenting a cohesive front and a website that made the levy process simple, transparent and confidence-inspiring.
I led the brand identity refresh, starting with concepts for stakeholder feedback before moving into full visual execution. The new identity centers around the idea of “Supporting Trust in Advertising”, with an upward-facing arrow symbolising trust and support. This became the foundation of a flexible system that works seamlessly across both organisations.
The refreshed identity came to life on a brand-new website, hosted at my recommended URL, advertisinglevy.co.uk, to make it instantly understandable. The site features clear, plain-language content, intuitive navigation and a custom levy calculator. I designed the UX/UI from low- to high-fidelity and closely oversaw development and testing to ensure a smooth, user-friendly experience.
With support from a junior designer, we also created a full suite of marketing materials, presentations, business cards, letterheads and templates for annual and finance reviews, ensuring consistent, professional communication across every touchpoint.
A sharper, more cohesive brand and a digital experience that solves the main frustrations of the old site. The levy calculator has become a go-to tool, giving users confidence and clarity every step of the way.
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