Advertising Standards Levy
Role
Lead brand and digital designer
Brand visual identity
Brand strategy and positioning
Brand story and messaging
UX and UI design
Brand guidelines
Online calculator tool
The brief was to create distinct yet connected brand identities for asbof and basbof under one unified master brand and to bring them together on a modern intuitive website. The identities needed to:
We began with a discovery phase, a collaborative phase to immerse ourselves in the business and create a project plan. We learned to understand the users, the system, and the perception gaps. It became clear that clarity and credibility needed to lead every design decision.
Working closely with the client, I developed a brand system that balances individual distinction (for asbof and basbof) with overall unity. The visual language is modern, professional and rooted in trust taking cues from leading regulatory bodies and forward-thinking agencies.
To ensure the digital experience delivered on the brand promise, I used user research and created UX wireframes that mapped out a seamless journey across the new website: advertisinglevy.co.uk. A key pain point emerged - users didn’t understand which levy applied to them. This insight led to one of the most impactful features, a custom levy calculator. This tool empowers users to instantly determine which levy applies and how much they need to pay turning complexity into confidence.
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