Greynote: Crafting a bolder, brighter future
LOGO DESIGN / VISUAL ID
BRAND GUIDELINES
ART DIRECTION + DESIGN
SOCIAL / MARKETING
“I love the visual identity and its flexible application created by (hug). Very glad we could keep the quill as an element as it emphasises that Greynote is all about learning and improving — something that the whole identity now reinforces. ★★★★★”
Greynote supports young people in building a brighter future, getting them career-ready by providing quality coaching and progression opportunities. When Greynote approached us, they were looking for integrated marketing support for the brand’s launch and we were excited by the vision it held.
Instead of diving straight into marketing, we took a step back and approached growing Greynote with an audience-first mindset. Our initial discussions found that the existing clean and sophisticated visual identity and messaging felt a little too serious for its intended audience of 15 to 22-year-olds. It didn’t speak as effectively as it could to them, and we felt there was a huge opportunity being missed here.
We went back to brand basics, challenging Greynote to truly resonate with its audience by putting the energy and enthusiasm of young people just starting their careers at the heart of everything they did, from high-energy words to stand-out visuals.
our
strategy
‘Write your future’
It’s not just about a career service; it’s about every young individual’s future and the endless possibilities that lie ahead for them. Career counselling is a busy industry but Greynote’s unique approach that encourages young people to take control of their own future stands out in the market. It was our job to make sure that message was clear and communicated in a way that resonated with the target audience.
To do this, we put young people and their unique personalities front and centre. Instead of focusing on what Greynote offered, we leant into individual stories and outcomes, what the future could look like for any young person starting their career journey. This meant creating a brand that celebrated individuality and growth.
visual
identity
Greynote’s existing logo was delicate and could have worked well with a different target market. But following research, we landed on the idea of something more robust, something they could use to make their mark.
Taking the original, delicate quill, we added a burst of colour alongside a powerful, contemporary font. We extended the logo’s application to create a fuller brand identity using the new typeface, bold colours and new ink splatters. Brave photography brought personality, attitude and an aspirational feel, uniting all of the visual elements to grab and inspire the audience. The outcome is gritty, raw, identifiable, incredibly flexible and, most importantly, ownable by Greynote.
tone
of voice
We knew Greynote’s tone needed to tap into the younger psyche to empower young people to take charge of their future. To do this, we crafted headlines and calls to action by harnessing powerfully persuasive messaging and language that pushes the audience to be their best selves. The tone of voice evolved into something relentlessly inspiring: simple yet aspirational, achievable yet daring. It’s a tone that drives ambition and individuality.
