Helping you tell your story
Every brand in one shape or form communicates to their
audience through design.
Countrymile specialise in originating, developing and executing communication design.
Corporate Literature
We believe corporate literature is one of the most important tools of any business. Poor, inconsistent and badly executed branding quickly undermines any company’s reputation including its values, products and its offer.
One of our key strengths is the ability to either originate or work with existing brand guidelines
to create, ‘on brand‘ corporate literature, ranging from brochures, email campaigns, internal presentations, direct marketing and social channel content.
Advertising collateral
We understand that not all clients needs are the same. Some simply want help on a project-by-project basis, some on a more regular basis.
So, whether it’s designing and managing a one-off press campaign or designing and managing a
multi-channel tactical retail campaign, we can help make sure whatever the design medium, that the advertising is on-brand, well designed, beautifully executed and delivered to the publication or printers on time and on budget.
LOGO & Brand identity
Every brand needs an identity, Countrymile are able to either originate a new identity, refresh an existing identity or help to create new advertising and corporate collateral templates working with existing brand guidelines.
With all of the brand identities we create, we also offer a Brand Toolkit, consisting of all of the brand assets every client needs, from the logo in all its various formats, the brand colour palette, typography examples and how imagery represents the brand.
How we approach design.
research, Discover
& understand
This phase is about learning more about your product, your offer and getting to know your brand.
To help tell your story, we will want to know who your target audience is, who your competitors are and if possible to see as many examples of previous or existing marketing material, any brand assets eg. images and any brand guidelines you have,
(if you don’t, we can always help create some) and of course a project brief outlining what you want the particular communication to achieve.
If you are unable to provide a project brief we can help you with that with our tailored briefing template. Essentially the ‘brief’ acts as a blue print for the project and can be constantly referred to and ultimately is a measurement of what we produce.
Armed with all of this information, this will enable us to come back to you with a cost estimate and timing plan for the project and also give us all of the valuable insight we will need to know to help us move onto the creative and design development stage.
As a small business with low overheads we are able pass on these savings to our clients, often working within tight budgets, or for larger projects or on-going help with design, a retainer based relationship.
DESIGN & CREATIVE
development
At this stage we would have established the creative brief, developed a deeper understanding of your brand, agreed costs and timings and what goals you want your design communication to achieve.
Now the fun begins.
With new logo identities we produce many design concepts before selecting 3-5 creative routes that we feel are the ‘pick of the bunch’ and best answer the creative design brief, we then present these concepts to the client before developing the chosen concept taking into consideration any client comments or research feedback before presenting the final design recommendation for sign off.
When working on supporting marketing collateral using existing brand guidelines and supplied content, we will equally present initial design concepts for early comments and feedback before commencing with the whole project, to ensure that everything is on brief, on brand and within budget.
On larger design projects where we might undertake copywriting or photography in relation to the project, these communication disciplines will also follow a similar ‘show and tell,’ present, refine and creation of the final content for the project.
DEsign & implementation
The final mile
Based on the approved creative and design this stage is about producing the final artwork and getting everything ready for print or to send to publication. We are happy to liaise with your printers or introduce you to our print partners or liaise with the publication to obtain the correct adverting specifications on your behalf to make sure everything is correct.
Before anything goes off to print, or before we supply any files, everything will have been supplied to the client as a digital proof for final proof reading and final sign off before sending to print or publication.
If we are producing a new brand identity, we will supply all of the new design assets in the various file formats required and if, as highly recommended, we will also create and supply your very own bespoke Brand Toolkit.
Brand Toolkits are essential and probably the single most important design asset any company or brand can invest in. Without one, it’s almost impossible to keep your marketing communications on brand.
ANDY TYE
Design Director & founder
Celebrating 30 years of award winning design
From an initial brand identity, through to how a brand visually tells it’s story, Countrymile specialise in originating, developing and executing marketing communication design.
Over the last 30 years Andy has worked at some of London’s leading advertising agencies including McCanns, GGT, JWT, DDB & HHCL working on a wide and varied range of blue chip brands, such as Barclays, Kellogg’s, Holsten Pils, Rowntree’s, Coleman’s, Esso, Cadbury’s, Tango Robinson’s, Texaco, British Airways, McVitie’s and ebay to name a few.
He has won a collection of prestigious design awards including a Silver D&AD, Creative Circle & Cannes Gold Lion.
Andy started his career as a typographer before going on to become Head of Design, Creative Director and Creative Partner of his own brand design agency ‘Different Kettle of Fish’ the agency went on to successfully work with clients such as Arm & Hammer, Trojan, Moss Bross, Warner Bros, Femfresh, ebay, Burberry, The City of Westminster and ANA airlines offering a full marketing communications service.
Andy has also worked as head of design for the fast growing retail brand Warren Evans, working closely with the Marketing Director and Brand Managers to help develop and execute brand marketing across day-to-day press advertising, tactical campaigns, online and store launches.
In 2012 Andy was appointed as Design Director of the London Advertising Group Loveurope & partners, working across a wide range of branding and integrated communication channels with clients such as Lotus, Visa, Bentley, The Arcadia Group, Laura Ashley and J. P Morgan.
In 2018 Andy founded the design consultancy Countrymile to help clients design their story.
What is and why is a Brand Toolkit so important?
YOU’ve invested in a new logo
but without the correct tools
youR branding won’t work
There are many design components that need to be considered when designing a new brand identity. Without them your brand is simply a logo, with no personality and no way to express itself.
With a Brand Toolkit you have the main essential brand building blocks that can help a brand tell its story and interact with its customer audience.
The toolkit also acts as a go-to-bible defining how your brand communicates through design, it can also be used as a guidence for future marketing or simply to answer those common questions in the office, “Whats’s our main colour again?“ “What typeface do we use?“ ”Somebody’s on the phone saying we have sent the wrong logo!”
The main essential brand building blocks that we believe have to be considered are:
The company Logo – the singular most important visual representation of the brand
The colour palette – colour gives a brand its personality and helps differentiate from its competitors whilst visually supporting the brand positioning and underpinning the brands offer, services, and USP’s
The typeface – the brand typeface/fonts allows the brand communication to be distinct and individual
The Image bank – brand imagery is a key visual representation of the brand, as they say…
An image can say a thousand words
Additional supporting brand tools – such as iconography, illustration styles and copy writing guidelines can be added as required
WHAT’s IN YOUR TOOLKIT
The company Logo*
When originating a new logo we consider:
How the logo looks and works within the brand communication channels*
How the logo works at a smaller sizes*
How the logo works in mono / single colour / reversed out of a background or image*
How the logo represents itself in different shapes / forms, e.g. social channels*
How the logo works with a strap line*
How the logo integrates with additional partner logos*
How the logo can and cannot be used*
The logo supplied in the various designs and required file formats*
The colour palette*
When originating a new colour palette we consider:
A colour palette that has rationale and relevance to the brand and its proposition*
How the colour palette works across print and online matching Pantone special printing, 4 colour printing / digital printing, Hex and RGB colour values*
How the colour palette works, defining primary, secondary and supporting colours*
How the colour palette works across typography/ logo and examples of use of colour*
The typeface*
When originating a new typeface family we consider:
The correct typeface/ font family to reflect the brands tone of voice*
How the typeface reflects the brands tone of voice typographically, font weights, font alignment and suggested typographic style examples*
Supporting typefaces to support restricted font usage software i.e. Word, Power point*
Full recommendation of license software for each font including web safe fonts*
Your Image bank*
When originating an image bank we consider:
The images chosen recommended and reflect the brands tone of voice*
How the image is used and cropping recommendations*
How the images can and cannot be used
Guideline recommendations on choosing future supporting images*
Any image retouching treatment recommendations, i.e. images only to be used black and white, product cut outs, how shadows look under products etc*
(any images requiring retouching would be costed as a separate project)
Brand communication templates
Key brand communication templates to be included in the tool kit for future guidance on producing brand communications
Stationary suite templates & artwork
Business cards, letterheads, compliment slips, invoice and supporting finance stationary
MORE IN DEPTH TOOLS
We are also able to help you with establishing your copy content tone-of-voice and brand positioning, understanding and defining your target audience and helping you create a communication strategy and social media channel campaigns.
Brand toolkits are all individually tailored to each brand and can be added to and evolved over time, the amount of brand information in a toolkit is totally up to a client and the brand requirements, but we would always recommend at the very least, you start your new brand off with a Starter Brand Toolkit, which includes everything mentioned above shown with an *
Starter Brand Toolkits start from only £975
Some of the recent stories
we have helped tell through design.
Employer branding booklet for VISA
Corporate brochure design, including creative conception, art direction and illustration.
Brief: To create an internal welcome booklet for all new VISA employees, explaining the benefits of what to expect in your first few days whilst working at VISA.
Sector: Corporate
Design discipline: Corporate Literature
Designed by Countrymile design director Andy Tye whilst acting head of design at Leap London.
Press campaign
designed for KRAFT
Designed using hand-drawn lettering based on a typeface over a 150 years old with supporting wording created using hot metal lettering pushed into clay tiles before being baked in a kiln.
The tiles were then hand painted and mounted into a textured wall before being photographed.
Our favourite advert ever.
Sector: Consumer
Design discipline: Advertising collateral
Awards: D&AD, Creative Circle
Brand identity for
ANA Airlines, Kids Club
Brief: To design a supporting logo for the launch of
the ANA Airlines Kids Club, incorporating the main ANA logo to introduce a fun aspect to the branding and help encourage children’s interest in Aviation.
Sector: Travel
Design discipline: Logo identity
& supporting brand collateral
Travel brochure for China Links Travel
Brief: To design, art direct and create the ultimate travel brochure to help inform, educate and guide potential travellers as to which holiday destination and daily itinerary package would suit them best. Including sourcing all of the images, copy writing, creation of maps and illustrations and overseeing the print management process.
Sector: Travel
Design discipline: Corporate Literature
Press & poster campaign for Ocado
Designed and created for Ocado, to promote online shopping and delivery to your door.
Sector: Consumer
Design discipline: Advertising collateral
Full brand identity for Banyard Finance
Brief: To design and create a full brand identity, including the development of a Brand Toolkit, supporting marketing material, business stationary suite templates and design guidance to how the brand works online.
Sector: Financial
Design discipline: Full brand Identity
How did you find the overall process of the rebranding?
We were unsure what the process would involve as we are a new business and have only experienced the output of branding at PLC and national level. We were pleasantly surprised how easy it was to discuss ideas and we felt Countrymile was particularly good at understanding expectations of our business sector.
What didn’t you like about the process?
You could say that it was not face to face which we generally like, but Countrymile made it so easy to communicate effectively by phone and internet.
What did you think of the cost?
Not having ever done this before we were unsure what to expect. No new business can afford to spend infinite sums on marketing and branding. We were very happy that Countrymile explained all costs upfront and these were well within our intended budget.
Did the process and project meet your expectation. EXCEEDED!
What could we have done differently?
Nothing, already recommended Countrymile on the basis of the satisfaction we feel.
Outdoor poster campaign for The Fabulous Bakin’ Boys
To support the tactical media placement of posters near food outlets selling the Fabulous Bakin’ Boys products. We designed and created a series of eye-catching posters using bold stand out colours and a funky typographic style to compliment the ‘off the wall’, headlines to help catch the eye of passers by and entice them into eating a fabulous, scrumptious Bakin’ Boys muffin.
Sector: Consumer
Design discipline: Advertising collateral
Logo identity for Smart
Technology solutions
Brief: To design a new logo to represent a new technology based management and accounting software. The logo design was based on the process and application of the software with the logo designed to look like it was constantly reconfiguring itself to mirror how the product reports real-time information.
Sector: Technology
Design discipline: Logo identity
Corporate brochure design in 4 languages
Brief: Design a new product brochure ‘on-brand’, featuring over 40 products, including the origination of each product pack shot and the design and creation of all the supporting iconography representing the product benefits, upon the completion of the English version to then produce, manage and create the brochure in 4 separate languages.
Sector: Construction
Design discipline: Corporate Literature
Logo identity for Loveurope & Partners
Brief: Advertising group Loveurope & Partners wanted to shorten their current brand name using the Acronym Leap. After selecting a contemporary and timeless typeface to represent the brand, we also chose to redesign the typographic structure of the ampersand to resemble both the letter ‘a’ and the letter & to visually form the word Leap.
Sector: Advertising
Design discipline: Logo identity
Online branding & content origination
for Painthouse
After designing and originating the Painthouse logo identity, we we’re then tasked with the online branding brief that simply said ‘Create an online world that stands out from the crowd and screams colour’.
After creating an online brand style guide, Countrymile then designed the full website and created all web assets required for the site to be built by the web development team, including the design layouts of all the brands social channels.
Finally, Countrymile organised and art-directed several photo-shoots to generate lifestyle, product and additional content imagery, providing creative retouching and final assets to the website specifications.
Sector: B2C Retail
Design discipline: Online branding & design
The client said…
“Countrymile really delivered!, but then again they always do, except this time they really pulled the rabbit out of the hat! SIMPLY MAGIC!”
OLANDO SALINA, Painthouse Marketing Director
Digital collateral produced for Lotus
A multi-digital campaign designed and created for Lotus to launch the new Elise Sport 220, including a consumer email campaign and online advertising.
Sector: Automotive
Design discipline: Digital advertising
Designed by Countrymile design director Andy Tye whilst acting head of design at Leap London.
Digital collateral
Tactical digital campaigns designed and created for The Arcadia Group to support and drive additional sales through store card memberships for Debenhams, Miss Selfridge, Topman and Dorothy Perkins.
Sector: Retail
Design discipline: Digital advertising
Designed by Countrymile design director Andy Tye whilst acting head of design at Leap London.
Press campaign for Farlow’s of Pall Mall
A tongue and cheeky press campaign, designed and created to encourage couples to get into fishing and experience a new hobby, including photography, image retouching, typographic styling and press production.
Sector: Retail
Design discipline: Advertising collateral
Only Smarties have the answer …
A fun press campaign designed and created for Rowntrees Smarties to mirror their Secret Magic Tube campaign that helps reveal answers in secret ways and gives ‘Smartie’ lovers the chance to win cool prizes. Art direction and typographic styling by Countrymile.
Sector: Consumer
Design discipline: Advertising collateral
A new day for Denim
Designed and created for TK Maxx to support their ‘New day for denim’ campaign. Design, creatve conception, art direction and typographic styling by Countrymile.
Sector: Fashion Retail
Design discipline: Advertising collateral
Financial report
Financial report design, including art direction, typography, icon design and chart origination. Working with minimal brand guidelines and original assets.
Sector: Finance
Design discipline: Corporate Literature
Designed by Countrymile design director Andy Tye whilst acting head of design at Leap London.
Painthouse industry launch event
Design of all branded event material, digital invite and supporting brand collateral for the launch of the new interiors paint brand Painthouse.
What some of our clients think of their stories we have helped them design.
“The GEC PR team has worked with Countrymile on several projects over the years.
Whatever the brief, be it for a promotional e-mailer or a new business presentation, they approach each project with creativity, flair and always deliver on time.”
“We now have a brand that takes our business to a whole new world.
I think it would be fair to say that we feel proud to show other people what Countrymile has done for us.
We probably cannot put a tangible value on the impact of this. But it has transformed our “appearance” to an audience that does not yet know us. So the impact could be huge.”
“Having what we thought was a very simple brief, I was concerned that we might be “over clubbing”
with the level of expertise and experience Countrymile offered. However, they raised the bar in our thinking and delivered something exceptional.
In budget and on time. Can’t recommend them enough.”
Current clients we help with design.
We have worked with many, many clients over the years in pretty much every brand sector and across pretty much every design discipline,
from beauty, fashion, furniture retail, travel, automotive, government, finance, film, leisure and construction to name a few.
We pride ourselves on client service and by default client retention and are happy to say we have many long term standing client relationships.
