Creating a new brand world for A prestigious British organisation is an honour. The brief here was to install some consistency across all channels of the business while pushing forward their brand further into the 21st century, ready for digital but also ready to create some kick arse comms.

Led design as director, I managed a team of 7 designers working with senior leadership in presenting back to client. We created a system based of a grid which locked the AA logo in the core of it.

From there we built a brand with energy, symbolising British driving culture while trying to relate to everyone. This was accomplished by a strong set of Art direction and timeless feel across the new aquatinted brand world.

Helping the AA define their next chapter, giving them a set of guiding principles to bring into 2023, our work is ongoing for implementation across all touch points.