56° North - Brand Refresh
Client Overview
56° North is an award-winning independent communications and public affairs consultancy based in Edinburgh, with offices in London and Newcastle. Since launching in October 2020, the agency has specialised in strategic communications, public policy, reputation management and campaign delivery for clients across business, government and media sectors.
The Challenge
As a new agency at the time, 56° North had the foundation of a visual identity, but needed support developing this into a full, flexible design system to support brand communications and marketing activity across multiple platforms.
They approached Mr Smith Creative for help building something confident, cohesive and distinct.
The Creative Process
To get to the heart of the business, I led a brand discovery workshop with the two founders. We explored their story, purpose, values and ambitions, using this insight to shape the visual and verbal direction of the brand.
What I Delivered
A distinctive imagery style
I developed an initial stock library to help the team get started with immediate campaign assets. I then commissioned travel photographer Maxie Ragni to create a portfolio of bespoke, location-based photography. This focused on key UK cities the consultancy works in: Edinburgh, Glasgow, Newcastle and Manchester.
Graphic elements and identity system
Building on their existing ° symbol, I introduced a simple system of circles to work as graphic elements and image containers. I also expanded their colour palette, adding a warm green and a confident red to sit alongside their original deep blue.
Clear brand documentation
Everything was brought together in a clear, practical set of brand guidelines and messaging tools, helping the team apply the identity consistently across all communications.
The Outcome
The updated brand system gave 56° North the tools to grow with clarity and consistency. It’s rewarding to see the visual identity still in use today, embedded in the way they present themselves across all touchpoints.
Client Feedback
“We asked Mr Smith Creative to help us launch our new start-up brand. It’s one of the best decisions we’ve made since setting up the business. Andy took us through a brand workshop that was energetic, creative and really stretched our thinking on how to position our brand and business – and Andy delivered a Brand Messaging Guide that sits at the heart of our client proposition. We will use this for everything we do from now on. We’ve worked with a lot of big brand agencies and Mr Smith is up there with the very best.”
Anthony Thompson, Director, 56° North
