ABOUT

Aber Group: Building a brand around people, business and community

About
Aber Group is a new venture built on a belief that business can be a powerful force for positive change. Drawing on their entrepreneurial experience and business expertise, the group aims to nurture innovative ideas, create opportunities for people and businesses to flourish and build thriving communities.

At the heart of Aber Group is a people first philosophy. The company aspires to create rewarding employment within a culture that values innovation, openness and shared responsibility. The owners see themselves not just as business-owners, but as custodians, guided by a belief that every generation benefits from the achievements of those before it.


The brief
To develop a distinctive brand identity and supporting brand materials that bring Aber Group’s vision, mission and purpose to life.

The brand needed to communicate the dynamic, entrepreneurial nature of the business while conveying stability, expertise and a genuine commitment to people. It also had to work as an overarching brand, providing a clear and cohesive identity for the group’s portfolio of businesses, including its established flagship company, ABER Instruments.

The challenge was to create a brand that could unite diverse business interests under a shared purpose without limiting the potential for future growth.


The creative execution
Through conversations with the CEO, business development manager and a range of internal and external stakeholders, we explored the groups ambitions, values and aspirations.

A clear principle emerged, the group’s success depended on the relationship between three interconnected areas — investing in people, developing businesses and innovative ideas, and building and strengthening communities.

These were not separate priorities, but mutual parts of a single vision. Each was equally important, and this relationship became the foundation for the brand strategy and creative direction.


Creating a brand with purpose
With the strategic foundations established, we developed the brand positioning, architecture and tone of voice, alongside a set of guidelines covering both the philosophy behind the brand and the practical application of its assets. A clear brand architecture was essential. As the parent brand, Aber Group needed to establish its own identity while providing a consistent framework for its existing and future businesses. The resulting guidelines defined the hierarchy and application of the group brand, helping ensure clarity and consistency.

Translating strategy into design
The visual identity was designed to express the balance between nurturing, expertise and creative thinking that defines Aber Group.

The logo symbol draws on the idea of nurturing, reflecting the group’s commitment to developing people, encouraging innovation and supporting communities. The typeface introduces clarity and confidence, with a subtle hint to the independent thinking and entrepreneurial spirit behind the business. Together, they create an identity that feels professional and assured without losing its human character.

A carefully considered colour palette reinforces this balance, while the imagery communicates the aspirations and outcomes of the group’s activities. Integrating the brand symbol into the imagery creates an own able and recognisable visual thread across communications.

Bringing the brand to life
A brand is only effective when people can apply it consistently in their everyday work. To make this possible, we developed practical brand guidelines and templates for web-based tools such as Canva. These resources give the in-house team the power to create branded presentations, meeting materials, reports and social media content without relying on external design support.

The result is a brand system that combines strategic clarity with practical flexibility, giving Aber Group a strong foundation for communicating its purpose.


The tangible impact
As a newly launched venture, Aber Group is at the beginning of its journey. However, the initial response to the business has been very encouraging, with interest from the local community and established businesses. Several business ideas have already been submitted for consideration, and Aber Group has begun the process of exploring investment in innovative opportunities.


The outcome: a purpose-led brand that connects people, enterprise and community through a coherent strategy, distinctive visual identity and practical brand system.