Brand style guidelines
Ellipsis is a residential development consultancy, specialising in project management and planning. Drawing on her professional experience in the housing sector, founder Steph Moffat launched the business in 2015 and hasn’t looked back. As a female-led business within a male-dominated industry, Ellipsis stands out and provides a compelling alternative to stuffy corporates. It prides itself on prioritising progress over paperwork and delivering beyond expectations.
Steph believes actions speak louder than words. And that's exactly what Ellipsis has become known for – energy, passion and the ability to get things done. The consultancy works with established PLC housebuilders who want partners they can rely on and trust. This is where Ellipsis delivers. Its confident attitude, enthusiasm and bespoke approach tick all the right boxes.
BRAND design DIRECTION
After commissioning several logos since start up – none of which ‘felt’ right – it was time to rebrand. And that’s where I came in. As part of a complete overhaul, my aim was to create a visual identity that authentically represents Ellipsis and communicates consistently everywhere the brand interacts. Ellipsis’ spark is it’s direct, no-nonsense way of doing things. So, it was clear the rebrand needed to reflect this, as well as expressing the brand’s expertise and driven attitude to appeal to their audience.
The ellipsis is a punctuation mark that creates dramatic effect. This, together with the dots that make it up, is a key influence of the new design, as celebrated by the logo. The entire identity is united through the consistent use of circular graphics. A geometric ‘joining the dots’ pattern shows movement and connection. Simple sans serif typography provides a nod to the Ellipsis bold approach. For mood, a bright colour palette – used selectively, so as not to alienate a conservative audience – adds energy and sass. Neutral black and grey keep things grounded and looking high-end expert. The vibrant identity features are balanced with a minimal design style and ordered grid system to radiate professionalism.
Ellipsis means business; it’s a consultancy that is driven, expert and dynamic. Now it looks the part; the overall brand aesthetic is punchy and bold with an element of fun. And, most importantly, this look will stand the test of the time. The identity has been used to build out cohesive branded collateral, and enhanced by fabulous photography that adds real character.
Brand photography by Liz Riley