Human + Systems Excellence branding


We were approached by Human + Systems Excellence to develop their brand identity and create their initial print and digital brand experiences. Human + Systems Excellence is a specialist consultancy for businesses in the aviation, oil and gas, medical, transport and energy industries. Once we had confirmed their value proposition and identified the key competitors in their marketplace we set about establishing an identity that put them in clear ground.


Our briefing process involved identifying their value proposition, key competitors, and expectations for the business – both present and in the future. Being a start-up we wanted to ensure that our solutions, whilst focused on quality, were sympathetic to their budget limitations.

We focused on the key brand experiences that would help them establish a presence in their initial presentations and consultations.


The brand identity focuses on a strong and confident colour palette and form, supported by generous use of white space to help the identity stand apart. These identity elements have been carried through all brand experiences in print (business cards) and digital (CMS based WordPress website and PowerPoint template).

The solutions have been cost effective and budget friendly. The solutions are also versatile for a range future applications.



Through the Human + Systems Excellence branding project we successfully:

  • Created a brand strategy that focused on print and digital to expose the brand.
  • Created an engaging and vibrant brand identity that offers engagement, consistency, and flexibility.
  • Focused the digital communications on delivering relevant and valuable content.
  • Delivered a brand identity and brand experiences that are cost effective and budget friendly.

Print brand experiences

To get this start up business moving we created high quality business cards. At this stage Human + Systems Excellence will be undertaking limited presentations and only require

Business support

Human + System Excellence’s initial engagement with customers will be solely through PowerPoint presentations. We created a PowerPoint template that was functional and adaptable to their content.


Fridge has been in integral part of establishing our new business. Their ability to listen to their customers’ needs, combined with their attention to detail has produced products that have exceeded all of our expectations. It has been an essential step and enabler to set our business on a path to success, particularly our branding, logo and web design. I could not be more complimentary of the support. Highly recommend their services!

Ben Cook

Chief Executive Officer, Human + Systems Excellence

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