Bupa

“lukecharles have created a global expression that is consistent with our healthcare aspirations and relevant to the needs of different audiences, with the ability to influence customer perception — making Bupa more attractive and accessible and, ultimately, generating commercial returns.”

Sarah Stevens —
Head of Brand Expression at Bupa

“We needed to update our look and feel to be in line with the role Bupa plays in people’s lives, and to have a distinctive identity that would stand out in the marketplace. lukecharles have helped us to create a completely new conversation with our customers through a strong identity system that helps
us to focus on customers. It’s a complete transformation from
where we were two years ago.”

Fiona McAnena —
Global Brand Director at Bupa

“In a rapidly changing world, with more complex and growing customer expectations of healthcare provision, Bupa must
build on 60 years of healthcare leadership to become a trusted
and relevant healthcare partner for today’s challenges.

With a consistent approach around the world, behaving as
‘One Bupa’, we will build a brand that is both recognised and valued as being truly engaged in our customer’s lives, wherever and whenever they encounter us.”

Martin George —
Managing Director,
Group Development at Bupa

National Trust

“Luke and Charles led the creative with an unstinting desire
to deliver the right solution to our challenge. The task of refreshing the brand expression of such a large, devolved organisation as the Trust is huge; Luke and Charles worked tirelessly with great skill, humour and impeccable project management to make it happen.”

Craig Robson —
Design and Visual Identity Manager,
National Trust (Whole Trust)

“The Catering identity has allowed us to communicate our
fresh local seasonal message over in an exciting way showing
the individuality of each property without bombarding the customer with too much information.”

Lynda Brewer —
Catering Project Specialist
National Trust

MTV

“Working with lukecharles on the MTV Worldwide Re-brand Styleguide gave it structure, coherence and a supreme attention to detail.”

Matt Pyke —
Founder Universal Everything

Booz & Company

“You hit the ball out of the park…”

Shumeet Banerji —
CEO, Booz & Company

‘Your healthcare partner providing expertise for life.’

For over 60 years Bupa has been at the heart of providing leading-edge healthcare services to over 10 million customers in 190 countries with a further 20 million lives served by Health Dialog. In a highly competitive market Bupa wanted to re-establish itself as the leader, the expert and become more accessible to customers.

By unifying one Bupa and creating a new dialogue with its customers, the flexibility of the modular system and its visual elements combined, creates a powerful platform for the brand expression to engage, surprise and reflect the diverse and ever expanding ‘world of Bupa’ allowing for constant reappraisal.

The National Trust Catering identity is designed to act as an authentic platform for each property that is reflective of the honest ethos at the heart of the Trust. Turning convention on its head,
the catering identity is confidently quiet allowing the key messages to take centre stage.

For many people, the experience of eating and drinking at a National Trust property is an essential part of their visit. Key to this experience is creating an inviting and engaging environment that communicates the unique messages
on offer: ‘taste the seasons’, ‘love local’
and ‘made here today’.

Inspired by the original signage found in the Trust gardens across the country,
a unique and bespoke signage system
was created with a contemporary twist, delivering the authentic notion of ‘plot to plate’ integral to each eating experience.

Luke and Charles, founders of lukecharles led the creative and art direction of this project while at Wolff Olins.

From an institution to an organisation for the future, the new identity for the National Trust builds on shared experiences and an inclusivity that makes the Trust ownable by everyone.

The National Trust looks after a breathtaking number and variety of beautiful and historic places. Each place, distinctive, memorable and special to people for different reasons.

The visual style is designed to welcome and inspire, communicating the Trust as an enabler, allowing both ‘place’ and ‘supporter’ to take centre stage. This platform invites people to experience the National Trust: to visit, explore, respond, collaborate, join, give, volunteer and take part.

A contemporary organisation that helps people belong to places, and places belong to people.

Universal Everything were asked to create an international re-brand for MTV, the
first ever for the non-US network. For 27 years MTV has challenged the norm and denoted the boundaries. The task was
to re-establish the iconic brand as the
one-and-only for pop culture. The ‘viewer’ is dying, long live the ‘user’.

We were commissioned by Universal Everything, to communicate the digital
re-brand ‘Pop x 1000%’ where a range of emotions are pushed to the extreme; Joy x 1000%, Speed x 1000%, Love x 1000%… through a set of four international styleguides. We designed a 16:9 grid that stayed true to the medium of screen and aligned the two core visual themes of the re-brand — the logo, which is ‘always on’ and a ‘universe of content beyond the screen’.

Luke and Charles, founders of lukecharles led the creative and art direction of this project while at Wolff Olins.

Edwin Booz defined the management consultancy profession when he launched his business in 1914.

Booz Allen Hamilton decided to separate the United States government business from the global commercial business.
This provided the opportunity to re-launch
a near-century old brand.

In May 2008, Booz & Company was launched, a new name for the founders of the management consultancy profession.

Its purpose and identity is powerfully embodied in the brand, which is a platform for the company to show and share
its unique expertise. It is a space for foresight, knowledge and impact, consistently creating and delivering essential advantage. This idea provides
a powerful platform for the company to refocus around its intellectual capital and the experience of its people — essential in today’s fundamentally different business environment.