With so much subjectivity around the classic car company's new look and positioning, it's worth looking at this soon-to-be-famous rebrand from a less subjective perspective. Page contents Motivation behind the rebrand What people are saying Dissecting the rebrand The brand personality In summary Motivation behind Jaguar's rebrand Jaguar's latest decision to transition to entirely electric vehicles by 2026 is bold and likely motivated by their position as the weakest performer in the Jaguar Land Rover Group. Owned by Tata Motors for over a decade, JLR currently benefits from Range Rover and Defender generating the most profit for the company. This high profile rebrand might be the final effort to rejuvenate the classic car brand, yet it shouldn't be perceived as a desperate measure. The change has not only addressed the company's bold move towards cleaner transport, but also demonstrates the ability to shed preconceptions if we have evolved past others' expectations. I personally see this rebrand as an evolution. What people are saying? The teaser advert's release has sparked significant criticism and negativity, despite Jaguar's request to "trust and reserve judgment" regarding their rebrand. With figures like Elon Musk commenting on X and journalists claiming that Jaguar has "gone woke," I can't help but smile and tip my hat to Jaguar for sparking such a provoking public conversation. Whether you love or hate the new direction, if you believe there's no such thing as bad publicity, Jaguar has certainly succeeded in capturing a vast audience ahead of their major reveal on 2nd December. The primary argument from critics seems to be that the 102-year-old classic car manufacturer should not change, even though their recent modern car designs have fallen below favour with buyers over the past fifteen years. While the beauty of the 1960s E-Type or XJ, celebrated as some of the most iconic cars ever, is undisputed, these styles have not been designed or produced in over fifty years. In the late eighties, the XJ6 became the typical vehicle for middle-class grandads and remained popular among golfing retirees of that era. However, most of them are no longer around, and with baby boomers and Gen Xers choosing smaller, more economical cars, with many leaning towards EVs, it is logical for Jaguar to revamp its design to attract new and evolving markets. Dissecting the rebrand The new Jaguar font is modern and dynamic, with characteristics that subliminally convey a brand that is modern, elite, structured and progressive. Using a mixture of upper and lowercase letters signifies a subversive nature but will likely reveal itself to have a deeper meaning than merely aesthetic. The seeming incorporation of refreshed brand values in the ad is designed to generate curiosity about the company's major unveiling, indicating that the absence of actual car images in this ad is entirely deliberate (addressing one of the main critiques of the teaser). In my view, the use of unique looking models is not particularly important; however, I believe their outfits hold greater significance than whether they appear gender-neutral. The avant-garde clothing is more symbolic of the direction the company intends to lead their customers. The brand personality I can't help but notice numerous similarities with Virgin Atlantic's branding - the colors, the brand value definitions, and even the music and performance art. The sleek, futuristic font also brings to mind the upper class and premium economy branding, which suggests to me that Jaguar has shifted from a Sage/Ruler to an Outlaw/Hero brand archetype. In summary... As a brand specialist, this is one of the most fascinating rebrands in recent times and has me excited to see what's next - the likelihood is that Jaguar are also shifting their user journey and brand experience as well. The fact of the matter is, we all love classic cars, but they haven't produced a true classic for a very long time, so why not shake things up and go out with a bang - it could be the best thing that ever happened to Jaguar. One thing's for sure, I already admire them far more today than I did two months ago when they were barely on my radar. I'm rooting for you Jaguar, the world loves a rebel even if the conformity police has you believing otherwise. If you would like to discover more about the psychology of branding and how it can shape the user experience or to work with me direct on your branding, please get in touch.

Brands are complex entities that cannot be fully understood from one perspective. The crucial role of psychology in branding should be viewed from the perspective of the corporation that owns it, and from that of the consumer. Branding psychology is the tool that connects these two worlds, creating a unified and lasting brand experience.  Page contents What is brand psychology? From the perspective of the company From the perspective of the consumer Brand psychology methodologies Brand archetypes The sequence of cognition Brand alchemy What is a brand expert? What is a brand psychology? Psychological connections define the human condition; our senses, memories and perceptions significantly influence decision-making before our conscious preferences are revealed. Advertising and marketing firms have dedicated decades to perfecting a mix of memorable jingles, enticing products, dopamine-triggering strategies, and hypnotic anchoring, but brand psychology starts prior to these marketing efforts, drawing inspiration from the brand concept before any other materials are developed. Therefore, it is crucial and imperative to establish it correctly before embarking on the building of a brand. A brand expert is a creative brand specialist who understands the importance and value of brand psychology, along with the ethical obligations associated with its application. By employing brand psychology techniques, professionals like myself can harness the power of visual language to make lasting impressions on the intended target audience. From the perspective of the company The brand is not the company itself; rather, it serves as a tool for the company to compete in the market. It is an outward-facing entity that helps the business create a favourable image with its customers. Through intellectual property like logos, taglines, slogans, and distinctive product designs, it distinguishes itself from competitors. It also provides distinctive value that goes beyond the functionality of the product or service and contributes to enhancing the brand perception when compared to others. Brand psychology becomes a crucial role when the company wishes to appeal to the consumers. From the perspective of the consumer To the consumer, a brand is a set of automatic associations from the semantic to the emotional. Semantic associations refer to the connections we make cognitively based on a brand's unique attributes, values and our own subconscious preferences. Emotional associations are based on how a brand makes us feel. Brands that truly excel in consumer loyalty are those that focus on establishing strong connections with users beyond the utility, function or advantages of their product or service. These brands tend to have honest and authentic values, an interesting, ethical or purposeful origin story and a clear understanding of their user experience. They then use these to shape the brand image using brand psychology as the visual tool with which to communicate. Brand psychology methodologies There are a number of tools and techniques that brand experts use to communicate the essence of a brand's personality but chiefly it begins by selecting a brand archetype to reflect the brand's values, strengths and weaknesses. From here, a personality will start to emerge, with key traits being used to inform shape, colour palette, typography, graphics and image style. In design terms we refer to this as brand theory and the sequence of cognition. Brand archetypes Beginning with brand personality, a primary archetype can be selected that embodies the brand, it's voice and it's motivations. These archetypes were conceptualised by Carl Jung, the eminent psychologist and colleague of Freud. By identifying with one of these archetypes as a business, brands can communicate with their intended audience with clarity, creating a common and strong thread that holds together the brand story, message, tone, intonation, aesthetic and values. Thus fostering a deeper connection with audiences beyond mere transactions. This gives customers an expectation of who they understand you to be and this makes them feel safe. The sequence of cognition The sequence of cognition refers to the three foundational elements of a logo and how the mind unifies them to form a whole, conveying significantly more meaning than the sum of it's parts. Understanding the sequence of cognition is the difference between using a homemade or stock bought logo versus a thoughtfully crafted, impactful symbolic design that subconsciously conveys a brand's personality and values. These three foundational elements are shape (logo mark or icon), colour and content (brand name and font). Shape - we associate different shapes with unique meanings, for example circles convey community, partnerships and endurance while straight edged shapes convey strength, stability and balance. Colour - we associate tints, tones, shades and hues with unique personality traits. Youthful brands that wish to convey imagination and insight are best represented with light and bright colours while dominant brands that are market leaders should utilise strong pure hues to convey these attributes. Content - when deciding on a brand name, it should be brief, impactful and unique. Popular brands often opt for single-word names with positive psychological associations. The choice of typography can also impact how the audience perceives the brand. Selecting a font that reflects desired personality traits will reinforce the subconscious impression of the logo and brand identity. Brand alchemy Brand alchemy refers to the culmination of the personality, tone of voice, vision and values using the application of brand theory to the brand identity. When all these elements are perfectly in sync, the brand identity is whole, and every aspect of its creation should strengthen our subconscious associations with the brand. What is a brand expert? A designer's job is to take a creative brief and work within a set of existing brand guidelines to deliver an "on brand" solution that sits comfortably alongside other brand collateral. While many designers excel at creating beautiful logo concepts and identities, they may lack the brand psychology expertise needed to form subconscious connections that reinforce a brand 's personality with its intended audience. A brand expert is a creative or designer who has acquired the knowledge of captivating the subconscious mind through the visual language of brand alchemy. If you are a designer, wishing to learn more about brand psychology and how to apply the strategies mentioned in this article, feel free to explore the courses page or visit the brand resources page for free templates and brand tools. If you are a business wishing to work with a brand expert to rebrand your business or conceptualise your new venture, please get in touch to book an appointment today.

A freelance designer’s working life if one of feast or famine, we adapt to demand, moving fluidly between busy times and quiet, trying to remain calm when projects are scarce. Our pricing structure is based on the nature of freelance work, yet it can be challenging to justify these rates to clients who perceive us as expensive. What if you could increase how much you earn, without having to raise your daily rate? Page contents The freelance life Does this scenario sound familiar? Enhance the discovery phase using the brand alchemy method What is the brand alchemy method? The results Time to up-skill to expert level Expertise behind the course The freelance life Freelancing can be a rollercoaster - we love the busy times, working from anywhere, choosing which clients to work with, we hate the unpredictability of demand and having to do the boring admin jobs. But what if there was a way to create a safety net for slower periods without raising our daily rate and even boost demand among existing and new clients as a result? Does this scenario sound familiar? You receive an enquiry for a brand project and if you're free to take on the job, you might send a brief sheet or form to complete, or the client might send you a summary of what they need via email. Then, you go back and forth with questions and answers about the project before providing a fee estimate. Once the quote is accepted, there may be additional time spent requesting files, guidelines, fonts and any other assets relevant to the project you will be working on. None of this back and forth feels chargeable, despite it's time consuming nature, we're not lawyers after all! Typically, the costs you recover tend to be equivalent to the design time invested in the project. While the estimate can be accurate at times, there are instances where it falls short or feels less than appropriate, occasionally resulting in a loss if projects drag out. However, imagine a scenario where you could be compensated for all the time spent during the briefing period and also secure additional work as a result. Enhancing the discovery phase using the brand alchemy method For many freelance designers, a significant portion of the discovery phase goes unpaid for, introducing clients to the brand alchemy method allows them to recognise your specialised skill set, expert guidance and the value these bring to the process. The brand alchemy approach emphasises the importance of blending a designer's expertise with the client's knowledge of their brand to ensure that the project brief becomes a collaborative endeavour. This is achieved through a detailed brand audit that harnesses the power of brand psychology. As a result, designing effective solutions becomes easier, hitting brand briefs first time, preventing lukewarm, uncertain responses from clients or numerous revision requests and re-dos. What is the brand alchemy method? The brand alchemy method is the missing link between a client's brief and the designer's solution. It provides the foundation that supports all brand creation thereafter. Based in psychology and used by the biggest agencies for decades, it begins with identifying your clients brand personality or archetype. Together you can help them to discover their attributes while reviewing their brand values to ensure all is in alignment. The result of this informs the tone of voice, the most appropriate colour palette and even the font choices that you as the designer can interpret using the brand alchemy method. The results Clients become eager for this approach to be used across all brand touch-points, providing the freelancer with more work. Clients receive positive feedback and praise for their new brand image, leading to a higher referral rate - I have been told many times by clients that I am the only designer that's ever "got them"! This may sound like a fantasy, but it has been my experience since developing the brand alchemy method. I have been implementing it for 7 years now with a 100% success rate and I am excited to share it with other freelance designers who are either experiencing a lull in demand or who are ready to take their brand knowledge to the next level. Time to up-skill to expert level By taking the brand alchemy course, designers can learn how to utilise this approach to effectively engage clients right from the start, establishing yourself as a brand expert and persuading clients to follow your guidance during a brand audit. This assessment offers crucial perspectives that clients might overlook, making it the key element that empowers designers to successfully meet the project requirements without the need for multiple design options and/or edits. The magic of brand alchemy lies in your ability to utilise the audit findings to create brand solutions that consistently nail the brief! Expertise behind the course The Brand Alchemy course for designers is packed full of industry experience that you won't find online - participants will learn brand psychology techniques and a unique method of applying them to a brand brief. My expertise as a brand specialist comes from working with, and freelancing for; Wimbledon AELTC, Ralph Lauren, Warner Bros, The Golf Open, Links of London, Vodafone, Creative Assembly, Schwarzkopf, Sony Music and Honda (to name a few). To learn more about the transformative power of brand alchemy and enrol in the designer course, visit the website . The Brand Alchemy for businesses program will launch in the upcoming year. If you are a business looking to grasp this method and implement it in your own brand, sign up now to express your interest and enjoy a discount on the Brand Alchemy for businesses course. You can also work with me direct on your brand project by getting in touch today.

Branding services Using my own unique Brand Alchemy Method, I strategically assess a clients brand identity. With a clear understanding of the brand personality, values, mission and vision, I then use specialist brand psychology techniques to create the ideal brand story, visual identity and tone of voice. This provides the ideal foundation to attract the perfect audience from a semantic and emotional perspective, enhancing customer recognition and loyalty. Brand review & strategy A brand audit, exploring which brand archetype the business most aligns with, selecting attributes and values that best represent the brand culture, ending with mood boards that summarise my findings and provides style possibilities. Brand story This is where we collaborate to write your brand story. Based on the brand personality, values and unique positioning, I assist clients in highlighting their value proposition and market differentiators to showcase their strengths. Brand personality Identifying recognisable characteristics and traits that your brand wishes to convey to its audience, finding a unique formula that connects with your audience, making your brand relatable and memorable. Brand name If you wish to explore a new brand name, I use a combination of symbolism, mythology and science to provide a selection of brand names that we test on real users to identify those that resonate most with your intended audience. Tone of voice The tone of voice is inspired by the brand personality as well as the intended audience and how best to engage with them. When developing the tone of voice, I specify key words as well as sentence starters and phrases to avoid. Visual identity The visual components of a brand's identity, it includes the logo, tagline, icons, typography, graphics, illustrations, photography and patterns. Once created, these are provided in the form of a brand tool kit and brand guide. One to one brand alchemy Let's work together on your branding If you're looking for a brand expert to assist with brand concepts or a rebranding project, feel free to reach out. I also offer support in brand strategy and development, along with onboarding sessions for teams before rebrand transitions. For more details on collaborating with me and to download my client guide, please visit the "Work with Me" page or check out my project portfolio. Work with me View portfolio

Brand alchemist beginnings With seventeen years of industry experience collaborating with high-profile clients and freelancing for agencies in London and Brighton, I created the Brand Alchemy Method to address the gap I perceived between a client's brief and my creative response. This method serves as an ideal bridge, linking the brand's story and personality to its visual identity, ultimately enhancing the relationship between the client and designer in the process. I work with clients worldwide, using my methodology to augment brands from multiple industries, using expert brand identity creation, bespoke UX design and brand guardianship. Explore my work to view the results. Impact Brands View portfolio Lifestyle Brands View portfolio Explore my work

Elevate your brand, empower g rowth. Book an appointment Expert creative services As a brand specialist and creative designer, I collaborate with clients across various industries, from hospitality and lifestyle to technology and entertainment. The brand alchemy method can be applied to any business, establishing Roccoco UK as a full-service branding agency. Beyond brand identity, strategy, and management, I offer a wide range of design services, including UX design and impactful campaigns, alongside consulting in brand management and creative direction. Roccoco also collaborates with experts in SEO, web development, photography, and marketing. View portfolio Branding services Design services Consulting services Partners One to one brand alchemy Connecting your brand to your audience With 17 years experience designing for agencies with clients worldwide, I now assist brands in forging stronger connections with audiences through impactful branding. By harnessing your unique story, values and personality, I use brand psychology techniques to create the ideal identity that will elevate and empower your business, while creating lasting connections with users. Get in touch Enriching your brand story What to expect when working together The Roccoco client guide provides valuable information on what to anticipate when collaborating with me. It features a comprehensive list of services, my methodology, and an example of a working timeline. If you're interested in partnering, clients can reach out for a complimentary consultation, estimate, and welcome pack. Download guide Creating immersive company culture Onboarding your new branding Communicating the connection between your new branding and the company's vision, mission, and core values is crucial when onboarding your team. When employees grasp the significance of your new identity and its representation of the company's mission and guiding principles, they can align their own beliefs and behaviours more effectively, ultimately enhancing their contribution to the company's purpose and objectives. Book an appointment Contact footer