Title Image

Hamilton Fraser

Delivering peace of mind with new brand architecture for a specialist insurance broker.

Hamilton Fraser provides specialist insurance broker services to the property and aesthetic/cosmetic industry sectors. The business has been included in The Leap 100 Companies List and established for over 20 years.


Fresh Lemon were tasked with tightening up Hamilton Fraser’s branding that spanned all their business divisions. The process began with a refinement of the core master logo to improve balance within the logotype, ahead of creating a suite of sub-branded logo identities.


A full inventory of print and digital templates were required for the Hamilton Fraser in-house marketing team and were devised around use of a ‘capsule’ graphic based on a ‘shifted’ movement of the Hamilton Fraser square. This enabled a system that underpinned much of the image area and graphic assets. The rollout was delivered under a tight timeline alongside a comprehensive set of style guidelines.




Style Guidelines