The change

Element’s brand needed to evolve to reflect the changes within the business. With increasing digital demands and the need for business units to differentiate themselves in their respective markets, we set out to modernise its identity while ensuring it remained firmly aligned with the master brand.

We carefully examined each brand component – from typeface and colour to imagery and new assets – preserving key components such as the master logo, Element blue, and purpose statement. By fine-tuning specific details, we updated the brand to better match its current business position, building on a strong and consistent foundation that has been implemented across all touchpoints.

Brand identity layout for Element showcasing photography of surgeons, scientists, and an airplane passenger alongside brand coulor swatches in shades of blue, orange, and green.
A mockup display of Element-branded corporate brochures against a dark blue and orange background. Top-left: A fanned stack of three blue landscape brochures titled 'EXTRACTING ANSWERS, DELIVERING TRUST' with the tagline 'Making tomorrow safer than today' and a 'PHARMACEUTICALS' sector label. Bottom-right: A close-up of a teal brochure titled 'ENABLING TOMORROW'S TECHNOLOGY, TODAY' with the same tagline and a 'CONNECTED TECHNOLOGIES' sector label.
A mockup display of Element corporate publications against a split light-blue and dark-blue background with circular brand graphics. Left: A closed 'ANNUAL REPORT 2025' book featuring a female engineer in a hard hat and safety glasses with a wind turbine in the background, titled 'CONSOLIDATED FINANCIAL STATEMENTS'. Right: An open magazine spread. The left page is titled 'AVIATION' with a low-angle shot of skyscrapers and an airplane. The right page features a technician at work alongside the quote: 'Our People are the most important asset, because without them we really have nothing.'
A perspective mockup of a bound book for Element's 'ANNUAL REPORT 2025'. The navy blue cover features overlapping blue geometric circular shapes, the 'element' logo in the top-left, subtitle reading 'CONSOLIDATED FINANCIAL STATEMENTS' in orange, the tagline 'Making tomorrow safer than today', and the website 'element.com'. The book is displayed against a light grey background with abstract light and dark blue curves.
A collection of mobile social media story templates for Element, featuring aviation photos, passenger imagery, large numbers, and bold geometric overlays.
Side-by-side mockup of Element brand assets, featuring a smartphone displaying their mobile website home page on the left and an open annual report showing the 'CEO REPORT' spread on the right.
A laptop mockup displaying an Element 'Global Town Hall' presentation slide dated November 5, 2024, featuring images of laboratory testing and robotic surgery on a dark blue background.
Stationery mockup for an Element 15-year employee tenure recognition award, featuring a navy envelope, a foil-stamped '15 YEARS' card, and a personalized infographic insert with career statistics for Dave Smith.
Stationery mockup showing the front and back design of blue Element business cards with abstract geometric patterns and contact details for Dave Smith.
Isometric layout of pages from the Element Brand Guidelines document, showcasing logo usage, color palettes, typography, and image guidelines centered on an 'OUR BRAND' section cover.
A technician wearing safety glasses leaning in to examine industrial manufacturing machinery, framed by red and blue geometric brand overlays.

Client

  • Element

Deliverables

  • Art Direction
  • Brand Guidelines
  • Brand Identity
  • Events
  • Photography
  • POS
  • Social Media
  • Video

Additional Credits

  • N/A

Our Projects
See all work

Ecolab
Isuzu UK
XPENG