Ardent Management
Strategy, rebrand and website design
40% Revenue growth
66% Increase in website engagement.
Ardent are market leaders in the provision of land and consents advice to support the promotion and delivery of major projects in the UK and Ireland. With a network of six offices, they are trusted by many of the leading developers and contractors to advise on many of the UK’s biggest and most important projects across their core sectors of Regeneration, Renewable Energy, Utilities and Transport.
Ardent's previous brand had remained unchanged for over 15 years, and, although it had served them well, their business was unrecognisable in 2023 to what it was in the mid noughties.
Developing the new Ardent brand was an inclusive journey that started with research and a discovery session with people from across the Ardent business, that was supported by a company wide questionnaire to allow the whole business to provide key insight into how the Ardent brand needed to evolve.
The company's reputation is built on the trust of its existing clients which has been formed through the quality of the service they provide. However, their old brand failed to connect with potential new clients and was widely regarded as dated and ineffective in communicating the company offering. Ardent needed a new strong and confident visual that would support its clearly defined brand message and a focus on the people that help build it’s reputation.
Focusing on Ardents unique proposition of being the only company that can take you from concept to completion, we took the line detail within the old Ardent logo to create a new visual journey.
Not a linear straight line from A to B, but a twisting and turning journey that represents the way Ardent takes the time to understand each client's individual needs and create custom solutions through knowledge, experience, and innovation.
The playful nature of the journey graphic creates a striking visual that is friendly and exciting. Over time this will be as recognisable as the Ardent logo and become instantly identified as the Ardent brand.
This bold and confident styling is replicated in the logo which is a strong typographic mark with a custom 'A'. This bespoke letter, with its curved crossbar, works as part of the name or as a stand alone icon, that can be used with the journey graphic growing from the crossbar to create striking brand visuals.
The typeface was carefully selected for its varying stroke widths to complement the movement of the journey graphic. This character and variety of font weights help to strengthen the brand visual.
The colour blue was widely associated with Ardent, this has been retained but refined and made part of an extended colour palette that now includes additional complimentary shades of blue and the introduction of a green for a bold and vibrant brand visual.
To communicate the newly defined proposition, we simplified their offering by shifting the focus from the multitude of services they offer to the 4 key sectors in which they operate. This allowed us to clearly focus on how they can deliver the full project rather than services for the individual stages. This shift in focus allowed us to significantly improve the website UI and UX. Projects are now front and centre, emphasising Ardent’s technical abilities and highlighting the team’s experience and knowledge.
The results speak for themselves, with a 66% Increase in website engagement and 40% Revenue growth.