Locus Planning
Town planners of tomorrow
Locus Planning is a specialist town and country planning consultancy based in East Anglia, led by James Platt. We gave it a new-look brand to match the clear, honest advice it's known for.
The challenge
James spent years in local government before setting up Locus, so he understands the planning process from both sides. His clients get straight-talking advice that cuts through red tape and saves them time and money, and his record of successful applications and appeals speaks for itself.
The old brand didn’t say any of that. Locus needed an identity that felt established and trustworthy to developers, landowners and homeowners, and that showed a modern, forward-looking practice rather than a bureaucratic one.
How we tackled it
We started with the buildings planners help bring to life. The new mark is drawn in a single fine line: a tall block, an arch and a pitched-roof home, overlapping like a skyline. It reads as a stylised L, and as a quick sketch of the places Locus helps shape.
The same shapes became a full system. Filled with photography, they turn plans, streets and architecture into windows onto the work. Pulled apart, they make a skyline graphic for backgrounds and posters. We paired them with a rich palette of hero green, deep green and warm gold, and the clean, geometric Urbanist typeface. To launch the new look, Chris animated the shapes building up from photography into the final logo, under the line “Town planners of tomorrow”.
A tall block, an arch and a home. A skyline that spells Locus.
What we made
- 01Logo, stacked logo and full and one-colour versions
- 02Colour palette and typography
- 03Building-shape graphics and skyline pattern
- 04Photography style and image shapes
- 05Brand guidelines deck
- 06Poster and leaflet designs
- 07Launch animation for social media
Where it ended up
Locus Planning now has a brand that feels as clear and confident as its advice, with a flexible set of shapes, colours and templates it can use across its website, proposals, social media and print.
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