Quadrangle

"We need a logo and stationery range. Is that the sort of stuff you do?" Thus began a working relationship with one of my longest-standing clients. Back then Quadrangle was a fledgling outfit operating from a tiny office in Soho. Now, years later, they're a leading research company with flashy riverside offices by Tower Bridge. Am chuffed to say they're still using my original symbol. The type's changed a bit over the years though.

To increase their brand awareness, I was briefed to produce a series of four dps ads in 'Research' magazine. Having just designed their latest brochure, I knew the main problem would be imagery. While their competitors were happy to use hackneyed images such as phones, clipboards, ticked boxes etc., Quadrangle weren't. They're different. So their ads needed to be different. Space limits further explanation but suffice to say that the four ads achieved their objective of promoting Quadrangle as being an intelligent, if slightly eccentric, cat among the pigeons (they'll probably hate that description!). Shown here is one of the ads - chosen because I took the photo (a holiday snap from Venice), wrote the copy, art directed the layout, designed the symbol, etc. Jack of all trades, master of none? Hmm, probably. 

   
More recently, Quadrangle decided to relaunch as a research agency (previously they'd promoted themselves as a marketing consultancy with 'in-house' research back-up). To support the relaunch there was talk of a website but mailers and ads were the immediate requirement. The project began with a discussion of their keystone brand positioning statement: 'Quadrangle. Research for marketing directors.' Thought this was a bit stuffy so I suggested 'Research for decision makers.' Luckily they went with it which opened up a whole new area of visual possibilities.
 
My first idea was a situation where I find it extremely difficult to make a decision: the choosing of a chocolate from a box. From that point on, the rest was easy. Shown below: A3 (big!) four page mailer cover and left hand page of centre spread. Actually I've cheated a bit here to save space - the page just featured the single chocolate and the copyline was the heading for the copy on the right hand page. Still, it shows the basic idea. 

After applying the idea to a mailer and some ads (two consecutive right hand pages in 'Research' magazine, among others), I adapted it to work as the website intro. Then a second idea was required for a follow-up mailer and further ads. The single swatch is, of course, magnolia. Apologies for poor quality of pics. I'm working on it...