Brevia Consulting brand identity

Creative consultancy Figtree’s graphic identity system for Brevia Consulting includes a set of 20 icons drawn by illustrator Chris Gray…

Creative consultancy Figtree has completely rebranded PoliticsDirect from its name through its brand identity. As a result the public affairs consulting service (now called Brevia Consulting) sports a clean, no-nonsense identity, and a set of unique icons drawn by illustrator Chris Gray

The identity (website screengrab, above) follows a branding review by Figtree that took place over a five month period. Figtree’s research found that PoliticsDirect had a name that no longer clearly defined what it actually did, but that it had a reputation for being “straight-talking, considered, quick and precise.” It’s this insight that informed the change of name to Brevia Consulting, and which also informed the straight-forward, black and white graphic approach to the identity.

“We wanted to create a set of icons that felt intelligent, sophisticated and ownble,” says Figtree’s Melanie Townsend of the 20 icons created specially for Brevia’s new identity system. “There are lots of icons out there and we wanted to try our best to make them look different. Our approach was to try and put a certain level of detail in them using keylines, though we had to ensure they would work at small scale as well as larger.”

“Chris came in to be briefed after we identified what areas we needed icons for,” explains Townsend of the icon-creating process. “We chatted about what the icons could be at that point and then he went away to craft them. On certain icons he had free reign to come up with ideas, but some we had already agreed how they would look i n our briefing. It was then a process of him emailing me with the options and working together to get them just as we wanted.”

See more of the work at



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  • I like it, it’s clean, simple and well thought out. Chris did a great job on those icons too.

  • Absolutely love this, a very simple logo-type but appropriately coupled with a broad and expressive icon/illustrative set.

  • Dodgy

    Nice identity for a pretty morally dubious looking company.
    Are they lobbyists or something? Seriously dodgy.

  • I quite like them, the design is really striking, they might not be to everyone’s taste but the design reflects a brand or corporate identity so the design really ahieves something more than functionality.

  • Michael

    I was initially excited by the stark utilitarian illustrative styling. Then I went to the website.

    Futura! What were they thinking?

    Totally unsuitable for web. Incredibly difficult to read. Tiny x height. Awful kerning. Guys, I strongly advise you to reconsider your font choice.

  • Minimalism at its best.

    Just need to sort the dis-proportioned head shots on the website!

  • Martin Warnes

    Id makes them look a bit covert

  • Chris Gray is one of the most talented people in icon designing. This black-themed work looks great.

    Thanks for sharing. Nice post

  • I like it, clean, concise and gets the point across. I am generally not one of the people that want to see a confusing brand, it should be like this, you know right away that they do and are trying to portray.

  • Hmmn or is it just another black on white website that is just following the trend. Every website that goes up now has to have a white background, it makes an impression when you first go on but after a while it just lacks any creative or aesthetic design. The icons are great though, well designed and constructed but I’m not too sure about their website as a whole!