Brand | Print |


Renewing your insurance policies, tax forms and accounting, car MOT/services, finding the best energy supplier, getting your garden looked after are all things we know we need to get round to. But they always seem to get pushed to the back of the queue and rushed through at the last minute, if at all.

AYR, a value-added service from a proactive accountancy firm based in Cornwall, is dedicated to solving this problem. Subscribers get access to a trusted network of providers – a personal service that caters specifically to their needs aiming to save them money and, ultimately, give them more time to do the things they really want to do by taking care of the things that clutter up their life.


The venture had been known as FCM (Financial Consultancy for Medics), a misleading and inaccurate name which I was able to advise against. What started as a simple logo design job became consultation on naming, positioning and branding as well as the logo and various supporting design work.

The name AYR signified the freedom of having your worries removed and being allowed to spend more time doing the things you want to do. How do you show something is in the air? You show where the ground is.


The succinct logo was designed to reflect the space and freedom afforded by the service. The name AYR is airborne but not drifting aimlessly. The solid bar beneath the name gave perspective and grounding, giving a real sense of something being lifted and given room to breathe, as well as working as a useful graphic device in design applications.

Photographic style, typography and a flexible and dynamic colour palette were defined to support the logo. AYR was given a very eye-catching and memorable brand identity which was carried through at a successful launch event through sets of bold business cards, pull up banners, presentation slides and pens.

How do you show something is in the air? You show where the ground is.


  • Brand consultation
  • Naming
  • Logo design
  • Stationery
  • Banners
  • Identity guidelines

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