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In late 2020, commissioned by 30-year-old agency The Crocodile in London who tasked me with the rebrand of the B2B marketing agency. Based on their new strategy of 'Fierce Thinking' coined by their Creative director Nick Watmough who I worked in collaboration with.
Straight from The Croc’s mouth. The tone of voice is the essence of the brand. It’s Fierce Thinking distilled, signalling who they are and what they stand for. Bold, courageous, and authentic, The new brand mark and identity system concept is in the name of the agency itself. The brand mark is formed of four concentric lines and four teeth. Each one represents one of the four components of the Fierce Thinking model and philosophy. The overall brand mark also forms the letter C in 'Croc'.
This was applied to a full set of brand guides, creating a diverse and bold system and then applied to everything from office signage, to stationery to animation for social and 3D motion for use in the digital space.
Client quote and reaction from their Creative Director Nick Watmough:
"When we decided to rebrand The Croc, the Glaswegian Italian was my numero uno.
Pete’s at the top of his game and brings an energy and passion only the very best creatives possess.
His experience is beyond question, but it’s the meticulous attention to detail, high levels of craft and resulting cutting-edge design system that impressed me most.
It's an absolute pleasure working with Pete. Some people talk a good game – Pete simply delivers and all without fuss or an over-inflated ego."