Henrietta Moore
TC & Friends worked with esteemed public thinker Professor Dame Henrietta L. Moore on her personal brand and public presentation.
Professor Dame Henrietta Moore (HLM), founder of the Institute for Global Prosperity (IGP), is a leading global thinker, challenging traditional economic models of growth and arguing that to flourish, communities, businesses and governments must engage collaboratively.
TC & Friends was commissioned to develop a visual identity for HLM, to help her ideas and policies reach the people who matter. We devised a bold and distinctly personal identity to stand apart from the stuffy organisations so common in the field of public policy. It moved beyond her preconceptions of how she should present herself to give HLM’s voice a renewed authority, confidence and clarity.
Client
Professor Dame Henrietta L. Moore
Services
Visual Identity
Website Design
Social Media
The pentagon logo was inspired by the five cornerstones of HLM’s practice. These five pillars: ideas, moments, books, research and the IGP, became the basis for her personal brand.
A full brand guide was developed to ensure the identity could be applied consistently across different platforms and outputs. Templates were provided for both social, digital and print assets, as appropriate for the HLM team.
The typeface, Platform by Commercial Type, was subtly adapted to create a cleft in the shoulder of certain characters. This cleft was then used as a graphic device, forming the pointed tail of a speech bubble around quotes.
Stationery assets incorporate a 20° cut across the top, to create a unique form that mirrors the pentagon shape of the master logo.
A bold and contemporary digital presence helps Henrietta L. Moore stand apart from the stuffy organisations typically found within public policy.
The website’content menu bar followed HLM’s five pillars, creating a bridge between concept and outcome.
