M&S needed to bring its data capabilities together under one clear, cohesive identity. The new team had to build credibility across the business, get 65,000 colleagues engaged with data and work consistently across everything from technical documents to company-wide training events.
Finding the right name
Through interactive workshops with key stakeholders, we explored the team’s core purpose and role within M&S, leading to a meaningful name and identity that could resonate across the organisation.
Shining a light on data
We built the visual approach around the idea of illumination, reflecting the team’s ability to uncover critical insights and act as a guiding light for M&S’s digital transformation.
Creating unity with flexibility
We developed a flexible brand architecture that brought the different data functions together under one initiative, while giving each the space to retain its specialised focus.
Introducing BEAM
We created the name BEAM to capture the team’s dual role: shining a light on vital data and helping guide M&S’s digital evolution. A bold yellow-on-purple palette brought the idea of illumination to life while giving BEAM a distinctive presence within M&S.
A flexible identity built around data
Customised typography balanced technical credibility with approachability, while a cohesive iconography system helped simplify complex data concepts. A flexible forward slash device, derived from the ‘A’ in the BEAM logo, gave each division its own mark and colour while connecting everything back to the core brand and subtly nodding to data and coding.
Built to grow
We extended the system to BEAM Academy, the team’s training and development initiative, introducing the ‘Powered by BEAM’ tagline and clear branding principles that could flex across everything from coaching sessions to hackathons.
COMING SOON
M&S Beam
Illuminating data for M&S
Daniel Clatworthy
Senior Designer, Whippet
"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."