Baxter & Bailey - AGL

AGL

Brand strategy and brand identity

Bringing the language of communication centre stage for a team of communication experts.

AGL use coaching, writing and insight to help current and future leaders to be authentic and confident and to communicate their ideas with clarity, whatever the situation and whoever the audience. Named after late founder Anthony Gordon Lennox – whose clients included political leaders and even royalty – AGL realised in 2018 that their brand identity no longer accurately represented the reality of the business or the value of their expertise. Which is where we came in. Working with the AGL team to refine and distil a clearer brand strategy, we then set about the creation of an entirely new visual identity, using the typographic language of the spoken word to help AGL to speak clearly, confidently and creatively to their audiences.

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Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL

“A visual identity that sings off the page and screen, and that we find so easy to adapt and apply.”

  • Dan Leatherdale,
  • Managing Director,
  • AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL

“From the first conversation, we knew we were in the best hands with Matt and his team. Baxter & Bailey brought challenge, skill, intuition and diplomacy to their work, and we are absolutely delighted with the end result. They did a lot more than design a new visual identity – they helped us think deeply about who we are as a company and what we offer to the world.”

  • Dan Leatherdale,
  • Managing Director,
  • AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL
Baxter & Bailey - AGL

Acknowledgements

Thank you to Dan Leatherdale and the rest of the AGL team for having the fortitude and resilience to complete this product under hugely challenging circumstances. And a hearty thanks to animation partner Bobby Dee for bringing the identity to life with such character.