Fourleaf Case Studies

AG Holdings

AG Holdings has two primary divisions, the Special Projects division and the Marketing and Media division. Each has a very different objective.

The Marketing and Media division caters for the marketing needs of a series of organisations that are contained under the AG Holdings umbrella. Each organisation drawing upon the expertise of the Marketing and Media division to consolidate its marketing spend and leverage on one single knowledge base. At the same time the Marketing and media division would also work for a select group of external clients when called upon by its own umbrella companies.

The Special Projects division caters for a very select range of private and corporate clients. They typically provide diverse but exclusive services ranging from property acquisition through to the remote management of business interests. They also specialise in off market projects, providing opportunities for clients to invest in very select projects around the world.

Our work with AG Holdings

The corporate ID for an organisation such as this is very challenging as its divisions are distinctly different in their offering. What bonds both divisions together is their very select client base and becoming an AGH client is usually by invitation. Fourleaf used this as the basis for the identity with a very strong typeface printed black on black.

For the stationery, the only thing that would separate the black on black identity is the addition of a spot UV varnish on top of a matt laminate base which created a difference in sheen. The divisional element of the identity was then created with a gold foil block finish. This very minimal and stylish card cover is what gave the private members club feel which was essential to the core identity.

As part of the project Fourleaf also developed a series of brochures. We created two generic brochures illustrating the types of work that AGH undertakes and also a base template from which other individual project brochures could be created. So if for example, a new brochure for an exclusive property investment was required, Fourleaf could use that template to deliver the project brochure extremely quickly which was essential to their business needs.

The exhibitions element of our work for AGH was exclusively for the Marketing and Media division. This was to support their marketing activities for their umbrella companies and select group of external clients. Typically these were a series of display graphics which we would design, print and manage the install both in the UK and overseas in Dubai and Abu Dhabi.

It is very easy for brands to become diluted when they have such a wide range of marketing and corporate material. When a number of suppliers are used it is very easy for a brand to become fragmented over time. Fourleaf have ensured that this is avoided by taking ownership of the brand and any material associated with it. They understand the importance of each message that the brand sends out and work closely with third parties to make sure that there are no misinterpretations.