Extensive work on the Royal National Lifeboat Institution (RNLI) brand for Missouri Creative which resulted in a Gold at the client judged Transform Awards.
We based a visual language around three key communication tones. Active, Personal and Reliable. These can then be used according to the message, mood, channel or audience and use different balances of colour, typography and imagery. Retaining the master logo, guidelines were developed covering all other elements of RNLI’s visual and verbal identity, including tone of voice, colour, photography and typography.