POWELL ALLEN

CRAFTED THINKING®

We believe that great ideas make great
brands. We believe in crafting those ideas,
whether it be the message, the design, or
the medium, to answer commercial needs.

ABOUT

Powell Allen is a graphic design company
specialising in brand identity, execution
and engagement.

We use multiple media to produce
intelligent and considered communications
solutions for our clients. We collaborate
with the best independents in the business
to provide the spectrum of skills our clients
demand. We work with passion and
enthusiasm — and we believe our work
shows it.

Our founding partners have worked
internationally with some of the world’s
leading brands and with the world’s most
renowned agencies. Today they bring that
extensive experience directly to clients
and their issues.

PARTNERS

Kerrie Powell

Born in Melbourne, Australia, Kerrie 
studied graphic design at the University 
of Ballarat. Graduating in 1995 she won 
an Overseas Traveling Award and has 
subsequently worked in several countries.
In 1997 she joined John Rushworth’s team
at leading international design consultancy
Pentagram, where she managed accounts
for clients such as 1837 at Brown’s Hotel,
Tesco and Lego International.

In 1998, Kerrie moved to Pentagram’s
New York office and was elected Associate
Partner in 2003. Working with partner
Michael Bierut she handled graphic 
programs for clients including Saks Fifth
Avenue, AOL Time Warner Center, HOK,
Mohawk Paper Mills, Harvard Business
School, NYU Wagner, and Yale University.
She returned to London in 2005, working
for herself on projects for Laurence King
Publishing, Wimbledon College of Art and
John Lewis Partnership. In 2008 she
co-founded Powell Allen with Chris Allen.

Kerrie is actively involved in the design
community, as a guest lecturer and critic
at design associations, universities and 
art colleges; she has also judged leading
industry awards. Widely published,
Kerrie’s work has also garnered awards
from organizations including AIGA
(American Institute of Graphic Arts), Art
Directors Club (NY) and the Type Directors
(NY). Her work can also be found in the
permanent collection of the Museum of
Modern Art, San Francisco and Denver
Art Museum.

Chris Allen

Chris graduated in 1996 with a First Class
Honours Degree in graphic design from the
University of Brighton. He began his career
in the London office of leading international
design consultancy Pentagram. Working
with partner John Rushworth he managed
accounts for clients such as King’s College
London, The Museum of London, The
Savoy Group, Tesco, and the University 
of Surrey.

In 2000 he moved to New York and joined
international branding firm Siegel & Gale as
design director, leading a team on branding
programs for American Express, Berklee
College of Music, The Boston Consulting
Group, Goldtoe and HNTB (one of the most
prominent engineering, architecture and
planning firms in the USA). In 2003, he
moved to Sullivan in New York, leading 
a team of designers on projects for Better
Homes and Gardens, Fidelity and Gentiva,
amongst others.

Chris returned to London in 2005 where 
he worked with Wally Olins at Saffron on
projects for clients in the UK and abroad
including Thames Water, Thomas Miller,
Walbrook Sq. and Fagor Appliances Group.
In 2008, Chris co-founded Powell Allen
with Kerrie Powell. His work has been
widely published on both sides 
of the Atlantic and has received awards
from leading industry organizations 
such as AIGA (American Institute of 
Graphic Arts).

WORK

Alen Yacht
Info

With a 20-year heritage in yacht design and construction, Alen Yacht had established a reputation for innovation and uncompromising quality. They needed a brand that reflected their artisan approach and ultimately celebrate the sleek beauty of their tailor-made luxury yachts. Our quietly confident identity denotes purity and quality. It captures the serene lap of a wave and echoes the flowing contours of the Alen 68 hull (designed by Foster + Partners). This concept is expanded upon through the use of bands, representing the repetition of waves and the Alen Yacht signature ‘all round’ wooden deck. The visual system is a strong differentiator within their sector and is applied across all materials in a bold manner. Winner of Webby Award Honoree 2014.

American School in London
Info

As part of a comprehensive brand
reassessment, we created ASL’s new
viewbook. It takes the reader on a journey,
not a journey in the usual sense and not
a tour of the school, this was ‘A Journey
through the Ages’. From age 4-18, the
viewbook shows readers what to expect,
outlines the learning process, and
reassures transient internationals and
locals alike that ASL is as much a
community as an academic institution.

BPP University College
Info

BPP needed a new consolidated brand
identity that would: enhance its European
stature; signal ‘Britishness’ to leverage
UK education equities in emerging
markets; engage with career-focused
individuals and corporate customers
alike; and capture the essence of their
brand proposition ‘to build a career and
stay competitive’. The lion shield was
conceived along with a comprehensive
visual system, which was applied to an
array of touchpoints.

CJBS and CKGSB
Info

Cambridge Judge Business School and
Cheung Kong Graduate School of Business
required a suite of brochures to promote 
‘The Global Business Strategy: China’ 
programme. The initial booklet (WE)
celebrates the unique collaboration and
benefits of the two institutions from the
west and east. Under the guise of a guide
to basic Chinese for senior executives,
the main brochure confronts CEOs with
the dramatic fact that unknown Chinese
companies have come from nowhere
to seize leading positions in key global
markets. Arguing that this threat from
China is actually an opportunity, the
brochure positions the programme as
an essential date in any CEO’s diary.

Creative Education Trust
Info

The Creative Education Trust is a charity that
supports state-funded Academy schools
across England, promoting design
(construction, engineering, manufacturing,
digital media and communication) at the core
of the curriculum. The logo celebrates the
golden ratio — the underlying formula to all
great design, both natural and man-made.
Two drawings of the golden ratio have been
paired to form a stylized ‘C’, which is
customised to represent each Academy.

I like music
Info

I Like Music is a diverse range of music
related products and services. The brand 
identity needed to transcend language
barriers and relate to people of all ages 
and music tastes. We created a dynamic, 
ever-changing, suite of logos that take
the form of character faces representing 
different genre. The constant is a
smiley-face quaver. Winner of 2010
AIGA award.

ICE Benevolent Fund
Info

The Institute of Chartered Engineers Benevolent Fund (ICE) exists to support civil engineers and their families. It does great work but this wasn’t reaching or being recognised by enough people. We created a brand to make the organisation more approachable, understandable and relevant. A new logo (speech bubble/hard hat), a striking visual identity and a powerful tone of voice made ICE more human and direct. Clear messages and new communications emphasised the services of the organisation and the actions it takes. Our work changed the perception and understanding of the organisation, so that more people will support and benefit from its essential services.

Judge Business School
Info

The University of Cambridge Judge
Business School did not have the
recognition it deserved. Its brand was
hampered by several name changes
and an inconsistency in messaging and
materials from the school's programmes.
We helped define a new brand focus —
breakthrough — that built on the
University's heritage. We defined a
modern and consistent identity that
could be flexed to speak to different
audiences. And, importantly, we created
an intelligent and challenging voice,
reflecting the quality of thinking and
education the school delivered.

King’s College London
Info

King’s required a confident, atypical style
brochure that captured their world-class
medical school in practise. The Whole
Body was conceived and pared-down
into two sections — Flesh and Bones.
Flesh aimed to capture the vitality of life
at King’s through editorial photography
and an engaging tone of voice. Bones
outlined the structure and mechanics of
the study options and research groups.

Panthalassa
Info

Panthalassa is a 184 foot luxury yacht
with interiors designed by Foster and
Partners. She was built for charter and had 
stiff competition. The identity we created
was a visual interpretation of the yacht’s
name — meaning ‘all the seas’. It reflects
tranquil waters, nautical maps and the
organic lines of her interiors. The bespoke
marketing materials have helped her
to stand apart in crowded seas.

Picture the Difference
Info

Our challenge was to coin a name,
identity and website for a charitable
online photographic competition.
The solution needed to communicate
the nature of the company and its brand
proposition “we harness creativity to 
create a positive change for the world”.
The descriptive 4 by 6 logo works on
two levels: it encourages photographers
to capture their unique view of the world;
and implies the positive difference a
donation to charity can make.

Studio William
Info

In the traditional world of cutlery design,
Studio William is a confident, cutting-edge,
young upstart. They believe that every
product they create must stimulate
every sense. We built a unique brand
around this powerful idea — “creating
sensory forms”. We helped Studio
William understand what makes
them so special. And we gave them the
tools to communicate it effectively.

Sweet Instruments of Desire
Info

Four leading universities, 54 students, one
national design competition: Responding to
a unique challenge set by design-led cutlery
company, Studio William, Sweet Instruments
of Desire showcased innovative and practical
new cutlery forms to transform how pudding
course is experienced. The winner got their
just desserts... the commercial manufacture of
their design and its distribution through John
Lewis stores. Powell Allen were charged with
the task to create a sweet call to action and
tasteful exhibition, which was held at the V&A
(coinciding with the London Design Festival).

Totem
Info

Part of the Engine Group, Totem was a 
new advertising agency who work with
business, corporate and financial clients.
Our brief was to create an identity system,
which sat comfortably in the corporate
world without being stuffy. The resulting
identity is a modern interpretation of a
totem pole. The totem adapts to a range of
applications and houses an eclectic use
of typography, representing the stacking
symbols characteristic of totem poles.

Transform Coaching
Info

Transform Coaching is a commercial offshoot
of Youth at Risk, a charity who works with
society’s most disaffected young people
across the UK. Fundamentally, participants 
are introduced to a new way of thinking, a 
new way of connecting with other people
and a new way of coaching. Our brief was
to communicate Transformation. We created 
a maze monogram, with an exit marker that
signifies the individual’s successful journey of
transformation. The mark conveys courage —
a testament that 'achievements aren't always
easily gained, but persevere, and you'll 
reach new levels of performance.' The visual
system uses bold typography and messaging,
reinforced with an underline that stems
from the logo.

VIA
Info

Very Important Announcements (aka VIA)
is a web-to-print company. They produce
announcements, invitations and event
collateral for all life-stage events.
The brand needed to engage with a
commercial audience, whilst preserving
a warm, confident and uplifting tone.
We created a suite of ever-changing logos
that represent a variety of announcements.
The geometric acronym is the constant
and hand drawn illustrations are added
to reflect the occasion.

ARCHIVE

1837 at Browns Hotel
Info

WITH PENTAGRAM, LON
In 1837 London’s first public dining
room was founded at Brown’s Hotel.
Some 170 years later, that date became
the name for the hotel’s new restaurant.
We created a brand that balanced old
and new, traditional and contemporary,
English and French. And with stylish
launch and operational material, we
brought 1837 to life.

Berklee College of Music
Info

WITH SEIGEL & GALE, NY
Berklee’s image had become clinical and
conservative. Yet the real college was
surprising, changing, revolutionary — a
microcosm of the music world. We captured
this radical spirit, developing an identity
based around “nothing conservatory
about it”. Our brand and communications
materials helped shift perceptions,
re-establishing Berklee as the iconoclast
it had always been.

Better homes and gardens
Info

WITH SULLIVAN, NY
Better Homes and Gardens needed
to be better supported by the young
media buying community. They needed
to see the magazine as being about
people, not objects. We created a book
based around their own views of “what
matters most”. It engaged them with
the magazine and helped them to
understand its essence.

Chambers
Info

WITH PENTAGRAM, NY
Chambers Hotel — in New York’s Fifth
Avenue retail district — needed enough
chic to engage uptowners, but enough
street cred to lure downtowners. Through
a gallery of over 500 works of art, a logo
capturing wit, sophistication and glamour,
and the gritty urban photography of
Fi McGhee, we helped establish one of
the city’s most fashionable hotel brands.

Fidelity
Info

WITH SULLIVAN, NY
Successful conferences are those where
people really get involved, rather than
just watch. For the 7th year we helped
Fidelity create an interactive experience
for its largest retirement plan clients.
We considered every touchpoint. We
designed a bright and stimulating space.
We created key communications and
presentations. We ensured people got
engaged and involved.

New York University
Info

WITH PENTAGRAM, NY
NYU Wagner needed to communicate
its role as a leader in reframing education
for public service. It wanted to show
an urgent, urban attitude. It needed to
attract students and donors. We created
a book flexible enough to do those things,
and a style that ensured every piece of
communication celebrated NYU’s unique
approach and location.

Saks Fifth Avenue
Info

WITH PENTAGRAM, NY
Saks had never established a single
logo, colour or pattern. We modified their
1973 logo, anchoring it within a square.
This we subdivided into 64 unique tiles
which could be used individually, rotated,
shuffled and combined to create infinite
forms. Embracing their heritage yet very
contemporary, Saks finally had the
signature brand they desperately needed.

Tesco Finest
Info

WITH PENTAGRAM, LON
Tesco finest was a range of prepared
meals targeted at the more discerning
consumer. Created and endorsed by
leading chefs, the range needed branding
that reflected their status. We designed
packs using a silver and black colour
scheme and an editorial style of
photography, that communicated and
understated quality — challenging
supermarket packaging of its time.

Town
Info

WITH PENTAGRAM, NY
A windowless basement was converted
into a glamourous, elegant restaurant by
designer David Rockwell. Named Town,
it needed a brand to match. We based
it around a grid of squares, reflecting the
Manhattan street plan, arranged in a
pattern shifting from sparse to dense.
So iconic was the result that it became
a feature of HBO’s “Sex and the City”.

Wimbledon College of Art
Info

Wimbledon wanted to celebrate
collaboration between disciplines, to
demonstrate its research credentials,
to project its spirit — no easy brief.
We developed a look that was witty
and personal, affordable and extendable.
The system was applicable and appealing
to the research community and the
fundraisers — quoted as “the Veuve
Clicquot of research documents”.

Yale School of Architecture
Info

WITH PENTAGRAM, NY
Robert AM Stern, newly appointed
Dean of the YSA had a simple design
brief — surprise people. He wanted to
show the School as a hotbed of
architectural thought — diverse and
inspiring. The identity we created used
a shifting mix of typefaces and graphic
devises. Never the same twice, this loud,
ecclectic look was celebrated and is now
in the permanent collection of MoMA SF.

Yale School of Medicine
Info

WITH PENTAGRAM, NY
Yale School of Medicine needed
communication and development
materials that were appropriate for both
corporations and foundations, and
recruitment and admissions. We created
an intelligent overview brochure, which
documented the raw reality and
significance of studying and working
at YSM. This notable piece set the
tone for all future communications.

CLIENT LIST

We have individually and collectively
worked with these clients.

American Express
American School in London
Bahraja Trading
Better Homes and Gardens
Berklee College of Music
Bill Amberg
Boston Consulting Group
BPP Professional Education
1837 at Browns Hotel
Cambridge Judge Business School
The Cathedral Church of
Saint John The Divine
Chambers A Hotel
Cravath, Swaine & Moore
Creative Education Trust
Davis Polk & Wardwell
D&AD
Edesa
Eileen Hogan
Fagor
Fidelity
Goldtoe
Hanover Partnership
Harvard Business School
HNTB
HOK
I Like Music
Intents (Power House Publishing)
The Island (BAA)
John Lewis Partnership
Kings College London
Laurence King Publishing

Lego International
Loomis Chaffee
Mohawk Paper Mills
Motorola
OME
The Museum of London
New York University (NYU)
One Central Park Condominiums
at AOL Time Warner Center
Panthalassa
Picture the Difference
Royal Opera House
R.M.Kliment & Frances
Halsband Architects
Rosiblu Diamonds
Saks Fifth Avenue
Studio William
The Savoy Group
Terrapin
Tesco Finest
Thames Water
Thomas Miller
Town
Totem
Transform Coaching
University of Surrey
Very Important Announcements
Walbrook SQ
Wimbledon School of Art
Yale University School of Architecture
Yale University School of Drama
Yale University School of Medicine

CONTACT