2026

Knight Knox Brand Identity System

Knight Knox Property Investment

Strategic Brand Positioning and Identity System

My Role: Lead Brand Identity Designer (Project Lead)

Impact: Delivered as a three-month sole-designer project, combining brand audit, competitor and market research, senior stakeholder pitching, and full identity rollout across print, digital and motion marketing outputs.

Over a three-month period, I was the sole designer responsible for leading the development of a new brand positioning and visual identity system for Knight Knox. The project aimed to address inconsistencies in the application of the existing brand across customer touchpoints and to establish a more cohesive, strategically aligned identity to support future growth.

Responsibilities

Audit and assessment of existing brand outputs
Competitor and market research
Target audience analysis
Colour and visual differentiation research
Development of three brand identity concepts
Stakeholder presentation and strategic recommendation
Visual identity system development
Tone of voice and messaging framework creation
Content pillar definition
Draft brand guideline creation
Social media and video asset design
Logo animation for digital platforms

Deliverables

Brand identity concepts (x3)
Final visual identity system
Draft brand guidelines
Social media templates
Video thumbnails
Logo animation opener
Messaging and tone of voice framework
Content pillar concepts

Process

Working independently, I conducted a full audit of existing design outputs and identified widespread inconsistency in the use of colour, typography and messaging across marketing and customer-facing materials. This lack of visual and tonal alignment weakened overall brand perception and created friction across digital and print communications seamlessly into the existing homepage environment.

Following stakeholder consultation and market analysis, I developed three distinct brand identity routes, ranging from an evolution of the existing identity through to a more comprehensive rebrand. Each concept was underpinned by competitor research, audience analysis and colour theory exploration to ensure visual differentiation within the property investment sector while maintaining credibility and trust.

I presented each identity direction to senior leadership alongside strategic guidance to support decision-making around whether a brand refresh or full rebrand would be the most appropriate path forward. Once a direction was agreed, I led the development of the selected visual identity system, including logo application, typography hierarchy, colour palette and supporting graphic language.

In addition to the visual system, I defined tone of voice principles, messaging frameworks and content pillar concepts to ensure consistency across marketing outputs and strengthen the brand’s ability to communicate with clarity and authority across channels.

Brand Guidelines

I produced the first draft of the brand guidelines to support internal adoption and future rollout, alongside a suite of branded assets including social media templates, video thumbnails and a logo animation opener for use across digital platforms such as YouTube.

Although the full guideline suite was not completed prior to my departure from the business, the work established a clear visual and strategic foundation for a more consistent, scalable brand presence moving forward. The project demonstrates my ability to independently lead brand identity development from audit and research through to concept creation, stakeholder presentation and system implementation.

The Outcome

The approved brand direction provided Knight Knox with a clear and strategically informed visual foundation to support more consistent communication across customer touchpoints. The new identity system introduced a cohesive approach to typography, colour and graphic application, enabling marketing and customer-facing materials to feel more aligned, professional and recognisable.

The accompanying tone of voice principles and messaging framework helped to establish a more consistent narrative across digital channels, supporting clearer communication of the brand’s value proposition within a competitive property investment market. Content pillar concepts were introduced to guide future marketing activity and ensure greater continuity across campaigns and platforms.

Although the full brand guideline suite was not finalised before my departure, the draft documentation and supporting asset library enabled internal teams to begin applying the updated identity across social and video content. The project established a scalable brand framework designed to improve consistency, strengthen brand perception and support future marketing output.

Jennifer Davies