ACL CONTRACTOR SOLUTIONS
Compliance made clear through a confident new identity.
Striking a delicate balance between tradition and modernity
For the housing association Valleys to Coast, the way that the repairs and maintenance arm operated was broken. The entire process from customer to company was fragmented and frustrating, thus needing a new sister company to adapt to the needs and expectations of its clientele.
Brand Strategy, Tone of Voice & Messaging, Brand Identity, Brand Guidelines, Print Design & Production, Website Design, Digital Assets
ACL Contractor Solutions has long been a trusted partner for contractor payroll, compliance and workforce management. Their systems are robust, their expertise deep, and their reputation strong — but their brand no longer reflected the clarity, confidence, and scalability of the service they provide.
To support their next phase of growth, ACL needed a visual identity that felt modern, cohesive, and built for a wider audience — without losing the equity of their existing emblem.
The challenge
ACL had a recognisable mark, but the wider identity lacked distinction and coherence.
Their brand needed to communicate the qualities clients value most: structure, trust, precision, and simplicity. But in a crowded and often complex industry, ACL’s existing identity wasn’t working hard enough to express their authority or the ease of their solutions.
We set out to evolve — not replace — what they had. The goal was to elevate their emblem, strengthen the brand rationale, and rebuild the visual language around a clearer, more compelling story of who ACL are and what they stand for.
The brand idea
We developed a refreshed identity anchored in the core principles of structure, clarity, and connection — all brought to life through ACL’s distinctive hexagon mark.
The hexagon, one of nature’s strongest and most efficient forms, became the foundation of the brand. It represents resilience, order and seamless systems — perfectly aligned with ACL’s role in delivering secure, compliant payroll services.
Built from 36 individual dots, the emblem represents many moving parts working together — mirroring the contractor ecosystem ACL manages every day. Each dot is a contributor to the whole; together they form a powerful, dependable structure.
The dots also act as connection points — symbolic of networks, relationships and the flow of information. This informs a visual language that can frame imagery, guide layouts and create dynamic, energetic compositions across the brand.
Visual identity
The refreshed identity pairs a confident purple with a fresh mint accent, signalling clarity, reliability and modernity. Supporting tones add flexibility and depth across digital and print applications.
Bespoke dot-based illustrations expand the brand story further, turning the emblem’s logic into a set of recognisable, ownable graphic assets for use across touchpoints.
Messaging is grounded in clarity and reassurance — simple, strong statements such as:
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Compliance, without the complexity
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Contractor payroll you can trust
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Simple solutions for complex workforce needs
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Compliance, covered
These lines express ACL’s core value: making complicated processes feel effortless.
Outcome
The refreshed ACL identity brings coherence, confidence, and meaning to every part of the brand.
We delivered a full visual overhaul — including logotype refinement, colour system, typographic direction, illustration suite, brand guidelines and rollout materials. The result is a modern, scalable identity that honours ACL’s legacy while equipping them for future expansion.
With a brand built on structure, simplicity and trust, ACL now stands out in a sector where clarity is rare — and where confidence matters most.
Find out more
If you’d like to learn more about how we collaborated with the team at ACL Contractor Solutions to move them to a better place, feel free to get in touch.
Maybe you’re an estate agent brand that needs to evolve and is keen to get ahead of the flock.
Call us on: 01443 237717
Email us: whistle@brightcollie.com
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