Building a complete brand world around precision and performance
Client
Giottos
Country
United Kingdom
Disciplines
Campaigns
Brand Identity
Brand strategy
Sector
Retail
Giottos is a globally recognised photography brand specialising in professional tripods, camera-support systems and related accessories. Known for quality, innovation and performance, its products are designed to support photographers in the studio and on location, with a strong commitment to both engineering excellence and responsible manufacturing.
The brief
Giottos asked BakerWilcox to develop the wider visual identity surrounding its established logo and apply it across the company’s advertising, packaging, point of sale and brand communications. The work included brand guidelines, campaign creative, product brochures, digital advertising and supporting materials for a growing range of professional camera-support products.
We have been working with Baker Wilcox since 2005 and during that time they have helped us achieve a number of successes. It doesn’t matter what comes their way they come up with effective solutions to support our marketing activity.
Loraine MorganDayMen International
Detailed Brand Guidelines were developed
The execution
We created a comprehensive visual language that gave the existing Giottos logo a more consistent and distinctive setting. Typography, colour, graphic structures and imagery were brought together within a clear set of guidelines, providing a practical framework that could be used across product ranges, markets and communication formats.
The identity needed to reflect the engineering and precision behind Giottos products while retaining enough flexibility to accommodate photography from many different genres. Clean layouts and controlled typography gave the communications authority, while strong product imagery and carefully selected lifestyle photography demonstrated how the equipment performed in real-world situations.
Advertising campaigns were developed across print and digital media, with concepts, copylines and layouts tailored around individual products and launches. The creative focused on translating technical features into clear, memorable benefits, allowing sophisticated equipment to be understood quickly without losing the specialist credibility expected by professional photographers.
Advertising creative was developed and rolled out
A logo is only one part of an identity. The real character of a brand is created through the way it speaks, presents its products and behaves across every communication. For Giottos, we developed the visual framework around the existing mark, giving the company a consistent language that could express both the precision of its engineering and the creativity of the photographers it supported.
RICHARD BAKER
For brochures and product literature, we established structured editorial systems capable of presenting large quantities of specifications, accessories and product comparisons clearly. Individual ranges could develop their own personality within the system, while remaining unmistakably connected to the wider Giottos brand.
The result was a cohesive identity beyond the logo itself, giving Giottos a confident and recognisable presence across advertising, digital campaigns, brochures and wider sales communications.
