M&S
Illuminating data for M&S
The challenge: M&S needed to unite its disparate data capabilities into a single, cohesive unit that would drive digital transformation across the business. This new team required a distinct identity that would establish its credibility internally, inspire 65,000 colleagues to engage with data initiatives and create a consistent presence across diverse communications – from technical documentation to company-wide training events.
Our approach: Shining a light on data
1. Collaborative naming process
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Through interactive workshops with key stakeholders, we facilitated a naming exercise that uncovered the team's core purpose and position within the M&S ecosystem, leading to a meaningful identity that would resonate throughout the organisation
2. Visual illumination strategy
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We developed a visual approach centred around the concept of illumination – reflecting the team's ability to highlight critical insights and its role as a guiding light for M&S' digital transformation journey.
3. Flexible architecture system
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We created a brand architecture that would allow for both unity and distinction, enabling various data functions to maintain their specialised focus while belonging to the overarching data initiative.
The solution:
Data with distinction
Evocative naming: Established the name "BEAM" to capture the team's dual role of highlighting vital data and serving as a guiding light for the entire organisation's digital evolution.
Distinctive colour palette: Designed a bold yellow-on-purple primary colour scheme that emphasised the theme of illumination while standing out distinctively in the internal M&S brand landscape.
Signature typography: Selected and customised typography that balanced technical credibility with approachability, ensuring the brand worked effectively across both detailed data presentations and broader communications.
Forward slash visual device: Created a flexible "forward slash" visual element, derived from the "A" in the BEAM logo, that enabled each division to have its mark and dedicated color while maintaining a connection to the core brand – subtly nodding to data and coding principles.
Cohesive iconography system: Developed a consistent iconography set that helped simplify complex data concepts and created visual continuity across diverse communications and platforms.
Program branding framework: Created a distinct sub-brand for BEAM Academy – the team's training and development initiative – with the "Powered by BEAM" tagline, establishing clear rules for branding events from coaching sessions to hackathons.
"We’re really proud of this project. We created a strong, consistent brand for our client, and gave them the tools and knowledge to carry the identity forward, whatever the future holds."
Daniel Clatworthy, Senior Designer, Whippet