Octopus brand refresh

Refresh the brand guidelines of a company with 6 businesses, over 1000 employees and over £9bn funds under management.


Octopus is a complex brand. There had been a lot of business restructure new initiatives and as a result, the brand was segmented. The brand guidelines had been worked on previously but we’re complicated, repetitive and unwieldy. In addition to updating and documenting the visual style, I wanted to make this a document non-designers would want to read.


I immediately identified my target audiences and decided to only give the reader what they want. I created 3 documents, the Brand on a Page, the Brand Book and the Brand User Manual. BOAP was a double-sided A4 document for quick reference that had all the basic info on colours, typography, image style etc. The Brand Book talks about who we are as a company, our values and the things we hold dear. Finally, the Brand User Manual was a Haynes guide for using our brand. All the visual assets and technical specifications documented. This approach made the documents more palatable and we got great engagement across the business.

The Octopus Brand Book was a document that outlines the personality and goals of the business. Because how and why you do something is just as important as what you do.

The Brand User Manual was a much more pragmatic document that included all the necessary information for using the Octopus brand.

Finally, for people who quickly need surface-level information, I created the Brand on a Page document.