Levells were approached by JQ BID, to produce a brand styling guide proposal, that would reflect their growth plans and ambitions over the next 2 years, covering the areas of working, living, learning and visiting the Jewellery Quarter. 

After research that went out to over 5000 people nationwide,the approach taken was to adopt a style for each of the areas, to create a fresh dynamic and real feel, to put the viewer in the heart of the JQ. A gritty look is used to capture the diverse working industry, whilst a vibrant and colourful look is used to create the emotion of events that take place. A tone of language was carefully crafted, that would sit comfortably with this approach. The guide demonstrated a how to use approach, across all aspects of communication.