Henrietta Moore
In Summer 2024, TC & Friends began working with esteemed public thinker Professor Dame Henrietta L. Moore on her personal brand and public presentation.
Professor Dame Henrietta Moore is a leading global thinker on prosperity, challenging traditional economic models of growth and arguing that to flourish, communities, businesses and governments need to engage collaboratively.
TC & Friends were brought in to develop a bold new visual identity for HLM, helping get her voice and policies into the right ears. Wanting a distinctly personal identity to stand apart from the stuffy organisations so common in the fields of public policy, we pushed beyond her preconceptions of how she should present herself and left her with a strong, invigorating brand.
Client
Professor Dame Henrietta L. Moore
Services
Visual Identity
Website Design
Social Media
The pentagon logo was conceived during a client meeting, where we found five key items HLM most often wishes to discuss within her space. These five pillars of ideas, moments, books, research and the IGP became the basis for her personal brand.
The typeface was subtly adapted to create a notch in the top of certain characters. This notch was then used as a graphic device, creating a speech bubble for quotes.
Mirroring the pentagon shape of the master logo, stationary assets used a 20° cut across the top to create a unique form.
Where a standard format is more appropriate, such as a letterhead, a tint was used in place of the cut.
The HLM website was a natural extension of the brand identity, taking the clean, bold typography of other assets into the digital space.
Page headings were taken from the initial 5-points of the logo, creating a bridge between concept and outcome.
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