Behind the Brand Design: Lycrical Communications
Take a look behind the brand design work we created for one of the UK's largest trade show brands.
The brand design challange
Lyrical Communications delivers market-leading in-person and digital content to professionals across the heat, water, air, and energy sectors through its InstallerSHOW, Elemental, and Installer brands.
As the company began to grow rapidly, its portfolio of sub-brands grew with it. With each catering to different audiences and becoming increasingly complex and difficult to navigate. With a reach of over 3 million people, Lyrical Communications needed to clearly articulate the relationship between its brands and offerings. A clearer structure was essential to better represent the business, align marketing efforts, and support long-term strategic growth.
Our challenge was to create a unified brand architecture and identity system that clarified how the different brands related. Both internally and from the customer’s perspective, while supporting specific business objectives.
Our strategy
We developed a brand strategy that mapped out Lyrical’s entire ecosystem, from digital news platforms to major industry events. At the core was a clearly defined brand and product portfolio, underpinned by a distinctive and flexible visual identity. This system needed to connect the brands as part of a single family while allowing each one to stand apart and serve its specific audience.
To build this, we conducted extensive research, including stakeholder interviews, workshops, and competitor audits. Insights gathered helped shape a system that gave equal prominence to both the Installer and Elemental brands, while introducing unique visual cues to differentiate them. The result was a cohesive yet flexible brand structure designed to accommodate growth and ensure clarity across all touchpoints.
The new brand design
We revitalised the brand by refining and updating existing brand assets to reflect Installer and Elemental’s role as a trusted platform for professionals in the installation and building services industries.
The insight that Installer and Elemental brands function as a “stage” for professionals to share, learn, and connect became the foundation for a new visual identity. An identity that balanced authority with accessibility and clearly conveyed the company’s purpose.
The updated brand design clarified internal and external communications, but also future-proofed the business. We created a scalable foundation for new products, services, and brand extensions.
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