ABM

The Challenge
The Association of Business Mentors (ABM) approached us with a clear ambition: evolve their brand identity to attract the next generation of business mentors while retaining the professional credibility they’ve built over time. Their research echoed our first impressions; the existing visual identity felt formal, dated, and too traditional to inspire growth among new audiences.

Our Approach
The brief called for evolution, not revolution. We respected that by enhancing the core elements of their brand rather than starting from scratch. We retained and refined the signature reds and blues, introducing a fresher, more vibrant palette to inject energy and dynamism into the identity.

At the heart of the new identity is the evolved logo; a distinctive, ownable mark that subtly connects the ‘A’ and ‘M’ of ABM, symbolising the relationship between mentor and mentee. We paired this with a confident typographic system, using Area Normal alongside PP Pangaia Medium Italic, giving ABM a recognisable and contemporary type style.

Photography was a critical shift. Moving away from staged corporate imagery, we introduced human-centred portrait photography that brings warmth, connection, and authenticity to the brand’s visual language.

We delivered a comprehensive set of brand guidelines and a core asset bank, enabling the ABM team and their in-house designer to confidently roll out the new identity across their digital and print platforms.

Collaboration
We worked closely with ABM’s marketing team, who led on brand strategy. Our role was to amplify their narrative through a compelling visual identity. This collaborative approach extended to shaping key brand messages, including the new strapline “Supporting the people who power success”, a clean, purposeful expression of their mission.

The Outcome
The response from ABM has been overwhelmingly positive. The CEO summed it up perfectly: “You’ve done a phenomenal job from start to finish. It looks exactly as we needed, can’t ask for more!” The new identity positions ABM with confidence, a trusted, professional brand with fresh energy and genuine relevance.

Reflection
Working with such an enthusiastic and engaged team made this a standout project. It’s a perfect example of how we partner with clients to evolve their brand creatively, ensuring it resonates with both existing and future audiences.