Our brand book
At K2 Bespoke, our brand is a direct extension of our vision: to provide human-centric, beyond-exceptional service that supports the people who drive business forward. Every visual element, every word we choose, and every communication we create must reflect the care, excellence, and precision that define who we are.
We built this brand book as more than a set of rules — it’s a blueprint for how we bring our purpose to life. Whether we’re crafting a presentation, client-facing support materials, or representing K2 Bespoke in conversation, this guide ensures our brand consistently communicates the values we live by: human centricity, excellence, innovation, and integrity. Every touchpoint should feel seamless, compassionate, and highly tailored — just like our service.
By staying true to these principles, we protect and enhance the trust placed in K2 Bespoke.
Now, it's your turn to build.
Contents
Version 1
1.0 Brand assets, tools & rules
A guide to the K2 Bespoke identity assets and visual specifications.
By using K2 Bespoke’s visual elements, in line with the guidance provided, the brand appears coherent, consistent, seamless, compassionate, and highly tailored.
1.1 Logo
The story and use of our logo.
K2 Bespoke’s logo is an evolution from our original brand with the addition of the three stars appearing on the horizon. Those three stars represent our three core priciples of care, attention & human centricity.
The logo is synonymous with delivering a beyond expectation service to our clients, partners and one another.
Remember not to:
- Use logo in monochrome form anymore.
- Scale or distort the logo.
- Use effects (drop shadow etc.).
Clearspace.
The clear space is based on the counter of the K in the logo, as shown in the image. No other objects are allowed inside this area.
All backgrounds can be used behind the logo. However, when placing on top of images it should be positioned on calmer, less distracting areas.
Light & dark.
Depending upon the density of the background colour an alternative colour version is also provided.
1.2 Typography
Our typography has been carefully chosen to reflect clarity, precision, and versatility.
The fonts we use provide a clear and accessible reading experience, ensuring our messages are concise, professional, and easy to understand across all platforms and materials.
Primary typeface
Bespokey is the primary statement font, thus having a wide variety of use cases: It works well in both headlines and body text throughout applications where credible, modern and time-lasting design is desired.
When using the primary typface in presentations of any type, where possible use a pre-title to provide an introduction to the main title. The space between the pre-title and title should be two titles in height.
Letter spacing should be a single wide set letter.
Secondary typeface
Poppins is our go to font. It can be used for headings and body copy alike. It excels in applications that aim at a premium feeling, like invitations and letters. It is used in a variety of weight formats to add emphasis where necessary. Template documents are provided to assist in the understanding of usage.
When considering message heirarchy reduce the font by size by 25% from title to subtitle to body copy to notes and so on.
Where a document is being sent and cannot be controlled, for example in an email, Arial should be used.
1.3 Colours
We have a distinctive colour palette comprised of Deep Ocean, Group Blue, Anthracite, Titanium, Shine, Ivory & Racing Green.
Although our approach to colour is simple, it does mean we need to use it in a single-minded way to ensure brand impact and recognition. This style guide has been created to show the right balance of colour that should be present in our core brand communications.
1.4 Icons
We choose not to use icons as part of our visual identity. This is an intentional decision rooted in our commitment to human-centric communication. Icons can often feel process-driven or overly systematic — and that’s not who we are.
Our brand is built on meaningful, direct communication that speaks to the individual needs of our clients and their people. By focusing on clear language, thoughtful design, and purposeful messaging, we ensure our communication feels personal, tailored, and reflective of the care and attention we bring to every client relationship.
In place of icons, we rely on clear typography, carefully selected imagery, and elegant layouts to guide our audience through information — always keeping the human at the center of the experience.
1.5 Imagery
Imagery plays a pivotal role in expressing who we are at K2 Bespoke. Every image we select or commission is carefully chosen to capture our values — human centricity, excellence, and innovation — while inviting our audience on a journey of curious discovery.
Our imagery is always aspirational, reflecting the exceptional service and elevated experience we offer.
Every image we use is selected with intention — ensuring that visual storytelling works hand-in-hand with our messaging to elevate our brand and reinforce the trust placed in us.
The Beyond Collection.
A curated selection of imagery that focuses on detail, elegance, and movement. This collection is a subtle nod to the bespoke craftsmanship at the heart of our service, demonstrating how our offering has evolved over years to become not just exceptional, but truly beyond exceptional.
Star Fields.
Used to add impact and emotion, these images evoke an out of this world experience, reinforcing that what we deliver is not just premium, but superior to any other VIP mobility service globally.
Human Moments.
We showcase our clients and their people not just in their work environments, but in the personal moments that shape their journey. This reflects our understanding that we are not simply relocating talent — we are facilitating life-defining experiences.
Bespoker Portraits.
Our people are approachable, experienced, and human. Our portrait imagery avoids overly posed or corporate staging, capturing the genuine warmth and expertise that defines the K2 Bespoke team.
1.6 Image hierarchy
Our imagery isn’t just decoration — it’s a key part of how we take our audience on a carefully curated visual journey.
Across all forms of communication - from presentations to print and digital platforms - we follow a clear hierarchy that ensures each image plays its part in telling our brand story.
This order of imagery reflects the natural flow of our client’s experience with K2 Bespoke, from initial intrigue to meaningful human connection.
1.Beyond Collection. This is the curiosity setter. These images spark intrigue and inspire discovery, setting the tone for the exceptional experience that lies ahead.
2.Star Fields. This is the beyond expectation moment, symbolising the out-of-this-world, superior service that only we can provide to the world.
3.Human Moments. This is where we connect directly with our audience. These images show the people at the heart of each relocation journey, highlighting our human-centric care.
4.Bespoke Portraits. Finally, we reveal the people behind the service — the expert team delivering each seamless, bespoke experience with warmth, precision, and integrity.
1.7 Patterns
The K2 Bespoke pattern is a celebration of our identity, created from the unique stars found within our logo.
This elegant design draws inspiration from the tradition of end papers found in beautifully bound books - a subtle nod to craftsmanship, storytelling, and the timelessness of a book well read.
In presentations, the pattern evokes the sense of opening a carefully curated story, setting the stage for the journey ahead. When used across branded and “Signature Items”, it becomes a bold yet refined expression of our spirit - a celebration of the star fields, our identity, and the exceptional journey every client embarks upon with us.
2.0 Brand voice
The way we write is just as important as the way we look. Our voice is a powerful reflection of who we are; human-centric, precise, and exceptional, just like our service.
Every word we choose helps shape the K2 Bespoke experience, ensuring our communication feels tailored, confident, and always aligned to the needs of our clients and their people.
This section outlines how we write and speak across all channels, with practical guidance on our writing goals and principles, the distinction between voice and tone, and even the rules we choose to break to make sure our personality shines through.
At K2 Bespoke, every message should feel as carefully considered as the service we deliver — thoughtful, clear, and always with care.
2.1 Writing goals & principles
Every word we write should reflect the care, precision, and humanity we bring to our service. Our writing is an extension of our brand — it should inform with clarity, engage with warmth & inspire trust.
Our core writing goals:
- To guide our audience with confidence - they should feel they are in expert hands. Every message should reassure them that we understand their needs and have the experience to support them fully.
- To connect on a human level - We write for people, not processes. Whether we’re addressing a client, an assignee, or their family, we speak with empathy and understanding.
- To convey our exceptional standards - our words should reflect the bespoke, high-quality service we deliver. This means writing with care and attention to detail, always.
Our writing principles:
- Be clear, not complicated - Simple, well-structured language helps our messages land effectively, especially with an international audience.
- Show, don’t just tell - We don’t just claim to be exceptional — we demonstrate it through the stories we tell and the examples we share.
- Write with intention - Every message serves a purpose, whether it’s to reassure, inform, or inspire. If it doesn’t serve the reader, it doesn’t belong.
- Stay human - Even when explaining a process, we remember the people behind every relocation. Compassion and care come through in every sentence.
We adapt our tone to fit the context - from formal proposals to friendly onboarding guides - but our core voice always remains the same: clear, confident, thoughtful, and distinctly K2 Bespoke.
2.2 Our voice
Our voice reflects who we are: expert, human, and exceptional. We speak with clarity and confidence, but always with warmth and empathy, because every message is part of a relationship — not just a transaction.
When you write as K2 Bespoke, ask yourself:
Would I say this directly to a client, an assignee, or their family? Would it feel personal, respectful, and reassuring?
If the answer is no, rewrite it.
Our voice is:
- Human and empathetic - We understand that relocation is a personal journey, and our words should reflect that care and consideration.
Clear and confident - As experts in our field, we know our craft. We guide our audience with calm authority, never overwhelming them with jargon or unnecessary detail. - Reassuring and solutions-focused - We don’t dwell on problems; we focus on what’s possible and how we’ll make it happen.
- Elegant but not overly formal - Our service is beyond exceptional, but our communication is never cold or distant. We are professional, but always approachable.
- Creative and thoughtful - We find ways to surprise and delight, whether that’s through the stories we tell, the care we show, or the little unexpected touches that make our clients feel truly seen.
At every touchpoint, our voice should remind our audience why they chose K2 Bespoke - because we understand their world, care deeply about their people, and always go beyond exceptional.
2.3 Our tone
Our tone adapts to the situation, the audience, and the context of the message. While our voice remains consistently human, clear, and exceptional, our tone shifts depending on who we’re speaking to, what they need, and where they are in their journey with us.
Before writing, we ask ourselves:
- What is the purpose of this message? Are we informing, reassuring, inspiring, or guiding?
- Who is the audience? Are we speaking to a client, an assignee, or a partner?
- Where is the reader in their journey? Are they exploring options, preparing for a transition, or in need of immediate support?
Why should they read this? Is it essential information, or are we deepening engagement? - How will they receive it? The medium matters—emails, presentations, reports, and face-to-face conversations each require a nuanced approach.
Adapting Our Tone
Introducing K2 Bespoke (Awareness & Engagement)
Our tone is elevated, inspiring, and confident, reflecting our exceptional service. We invite curiosity, using aspirational language to highlight the unique experience we offer.
Guiding & Supporting (Client & Assignee Communication)
We remain clear, reassuring, and human. Our words should instill trust, making every step of the journey feel seamless. We acknowledge complexities but always provide solutions.
Handling Sensitive Situations
Transparency and empathy are key. Whether addressing challenges or changes, we communicate with care, humility, and professionalism, ensuring our audience feels heard and supported.
At every touchpoint, our tone should feel considered, appropriate, and aligned with our guiding principle: to deliver a truly beyond-exceptional experience—not just in service, but in how we communicate.
2.4 Writing about K2 Bespoke
How we write about ourselves should always reflect our human-centric ethos, exceptional service, and global expertise. Whether in presentations, press releases, social posts, or emails, we balance professional pride with humility, ensuring our tone feels approachable, confident, and sincere.
Referring to Ourselves
- We prefer using “we” rather than “K2 Bespoke” in most cases — it’s more human and conversational.
- However, in more formal contexts (such as press releases or award entries), referring to the full name “K2 Bespoke” at the start or when clarity is needed is appropriate. After this, we can take over.
Talking About Our People
- Our people are not just employees — they are Bespokers. This term reflects their craftsmanship, care, and dedication to going beyond exceptional.
- When celebrating successes or showcasing our work, we credit our Bespokers. They are the heart of our service, and our language should reflect pride in their expertise and appreciation for their contributions.
- When writing about teams or departments, we focus less on hierarchy and more on collaboration — we succeed together.
Signing Off
- In emails, especially external ones, we sign off as:
Best wishes,
The K2 Bespoke Team - For internal communication, a more personal or informal close can be used, depending on the context.
Our Global Perspective
- We are a global business with a human-first mindset. We avoid language that feels exclusive to one culture or region. Our wording should reflect inclusivity, making everyone — regardless of where they are — feel welcome and valued.
Style & Personality
- We are warm but not over-familiar, confident but never boastful, and always authentic.
- A touch of elegant wit is welcome - especially on social media - but always in line with our brand personality: human and exceptional.
- Humour, if used, should be light, never at anyone’s expense, and always aligned with the grace and discretion that defines the K2 Bespoke service.
2.5 Grammar, conventions & rules to break
We write the way real people speak, with clarity, elegance, and a natural rhythm. We’re humans talking to humans — our writing should feel effortless to read and unmistakably ours.
Our Essentials
- We favour clear over clever. No jargon, no unnecessary complexity.
We use contractions. We’re not overly formal — so it’s “we’re”, not “we are”, and “you’ll”, not “you will”. - We write in sentence case. Except when naming official products, services, or proper nouns, which follow the correct styling.
- We use British English. That means “organisation” not “organization”, and “bespoke service” rather than “custom service”. However, if writing for a US audience, we adapt accordingly.
Punctuation & Flow
- We’re not scared of starting sentences with “And” or “But”. Because that’s how people speak.
- We break long sentences into shorter ones - for clarity and impact.
- We embrace white space. It gives our words room to breathe, especially in presentations and online.
Writing for Scanability
- Headings and subheadings matter. They should guide the reader — not confuse them.
- We love a well-placed bullet point. Especially when simplifying complex information.
Rules We’re Happy to Break
- We split infinitives if it sounds better. We’ll gladly “boldly go” rather than “go boldly”.
- We’ll start sentences with “Because”. Sometimes, it’s the most natural way to explain something.
- We keep it short whenever possible. Especially on social media, in headlines, or in captions.
2.6 Our tone in short
We respect the rules of good writing — but we break them when it helps us sound more like K2 Bespoke.
- Polished but human.
- Confident but not boastful.
- Elegant but never stiff.
- Simple but never basic.
- Curious but always clear.
3.0 Brand activation
Our brand comes to life when it connects with people across different touchpoints. This gallery showcases how our identity works in practice - elevating every interaction with elegance, precision, and a human touch.
These applications are not just examples; they are a source of inspiration, guiding us to communicate the K2 Bespoke experience in a way that is seamless, aspirational, and unmistakably beyond exceptional.
This is how we bring our brand to the world:
3.1 Presentations, guides & templates
Consistency is key—every presentation, guide, and template should reflect the same precision, care, and excellence we bring to our real-world service. By dotting every i and crossing every t, we ensure our digital presence is as seamless, polished, and beyond exceptional as the experience we deliver.
Powerpoint
We use Powerpoint to present easy to digest content in person or on screen. Powerpoints files should never be emailed, they are fact based and lack the personal touch we delivered at K2 Bespoke. Please ensure all copy and font guidance is followed.
Word documents
We use Powerpoint to present easy to digest content in person or on screen. Powerpoints files should never be emailed, they are fact based and lack the personal touch we delivered at K2 Bespoke. Please ensure all copy and font guidance is followed.
3.2 Bespoker profiles & brochures
Bespoker profiles
Showcasing the people behind the excellence. As a new addition to our brand pack, Bespoker profiles offer a deeper, more personal way to introduce the incredible people behind K2 Bespoke. More than just corporate bios, these profiles reflect the individuality, expertise, and passion that make our team truly exceptional.
Aligned with our Because it’s Personal ethos - a vital part of our history and the values we uphold, these profiles allow our clients and partners to connect with us on a human level. They provide insight not just into what we do, but who we are.
Guides are available for all team members, if new are needed, contact the brand team below.
Brochures
We have a number of overview brochures available for download on our website, in addition to that, your K2 Bespoke brand team can provide highly personalised brochures for specific needs and requirements.
3.3 Stationery
Our stationery represents elegance & simplicity. It seamlessly adapts to formal occasions in both print and digital formats. Whether it’s a printed letter or a digital document, our stationery ensures that every communication reflects the precision, professionalism, and beyond exceptional standard of K2 Bespoke.
Letterheads & compliments slips
These are provided in both A4 and legal size formats.
Address labels & note cards
Address labels are produced in A5 sizing, notecards are produced in A5 sizing. Both carry our brand marks.
Stickers
Our stickers create a deliberate pause in the unwrapping process - a subtle moment of anticipation before the reveal. Available in several sizes, they add an extra layer of excitement to the experience.
3.4 Socials
Our presence on social media should reflect the same exceptional service, knowledge, and personal touch that define K2 Bespoke. Every interaction is an opportunity to showcase our expertise, accessibility, and commitment to adaptability.
All socials company profile image
The K2 Bespoke logo is shown as the icon only and placed on our Deep Ocean background.
Personal profile photograph
Your LinkedIn profile image should be professional yet approachable—well-lit, high-quality, and reflective of the polished, personable nature of K2 Bespoke.
Business LinkedIn hero banner
A banner has been designed with one of our selected beyond images, this may change from time to time.
Personal LinkedIn hero banner
A banner has been designed for you. It provides a subtle background with “beyond” imagery, proudly showcasing the K2 Bespoke logo and our link to the K2 Group.
Business X hero banner
A banner has been designed with one of our selected beyond images, this may change from time to time.
YouTube banners
YouTube banners have been designed to be used on playlists and films where appropriate. Several options are provided to support every eventuality.
Timeline posts
A full set of timeline post templates have been created for all our social channels. Ensure copy guidance is always followed and only pre-approved imagery is used.
3.5 Presenting oneself
In the digital landscape, consistency is key to reinforcing the K2 Bespoke brand. A unified presence across Teams, email, and social platforms enhances professionalism and ensures we present ourselves as a cohesive, well-aligned team. Matching Teams backgrounds, professional and consistent profile photography, and a polished digital appearance all contribute to the beyond exceptional standard we uphold in every interaction.
Personal profile photograph
Your LinkedIn profile image should be professional yet approachable—well-lit, high-quality, and reflective of the polished, personable nature of K2 Bespoke.
Teams backgrounds
Our teams backgrounds are one of our greatest visual assets that are seen audience. There are several designs to choose from, each feature or K2 Bespoke logo, our Group logo and a humble boost about or Great Place To Work® accreditation and NPS® score.
Please note positioning when utilising the backgrounds with lettering - specifically designed to frame you.
Emails & signatures
Your email address is automatically generated and contains personal contact information in addtion to links to our dedicated social media channels. If for some reason your email signature is not displayed correctly, please get in touch.
When composing emails please ensure your font is set to Arial 11pt.
3.6 Signature items
Our Signature Items are more than just branded merchandise—they’re a reflection of who we are. Every detail, from design to quality, reinforces our identity and ensures that assignees, partners, and employees feel a sense of connection and belonging.
Thoughtfully curated and professionally presented, these items create a lasting impression, turning everyday essentials into meaningful touchpoints. By presenting ourselves as one unified brand, we strengthen relationships, enhance recognition, and instil confidence in everything we do.
Our signature pin badge
Wearing the K2 Bespoke badge is more than a symbol, it’s a statement. It represents a commitment to service that exceeds beyond all expectations, a brand built on a relentless pursuit of excellence.
Every detail, every interaction, every moment is an opportunity to embody the beyond exceptional standard that defines us. This badge is a mark of dedication, integrity, and the unwavering belief that service isn’t just delivered - it’s perfected.
4.0 Brand strategy
This is more than a brand—it’s a philosophy and a promise. Rooted in human-centricity, excellence and innovation, our strategy ensures every interaction is seamless, sophisticated, and beyond exceptional.
We believe people are at the heart of every journey - whether we’re supporting an organisation’s top talent or an individual seeking a truly bespoke experience. Every detail and service we deliver is designed to make them feel valued, empowered, and effortlessly cared for.
Our brand strategy is the blueprint for consistency, integrity, and impact. It defines how we present ourselves, communicate, and set new standards in VIP mobility services, it ensures “K2 Bespoke” is not just seen but experienced.
4.1 Our vision
We are driven by our core commitment to human centricity, excellence and innovation. Our focus is clear: to provide a zero-noise, high-quality service to our clients’ most business-critical talent. We believe that people are the heart of any organisation, and our approach is tailored to support our clients’ people and their families with care, compassion,and precision.
Our brand stands apart because we have a singular purpose: to offer beyond exceptional, human-centric service, delivered by a globally dedicated team of highly experienced professionals. Every decision we make is centered on ensuring that the assignee’s journey is positive, seamless, and memorable, while enabling our clients’ most valued asset - their people - to continue bringing maximum value to their business.
At K2 Bespoke, we operate with complete integrity. Our service is transparent, guided by process, but never fixed by it. We follow ISO 9001 and 47001 standards, demonstrating our commitment to delivering exceptional quality with every interaction. We understand the importance of providing a service that not only meets but exceeds expectations, ensuring that every client experience reflects the trust they place in us.
4.2 Our position
We don’t follow trends—we set them. We are the industry elite, the benchmark for excellence, and the innovators shaping the future of VIP mobility services. Others look to disrupt, but we have no need to. When you lead from the front, you create the path for others to follow.
We don’t conform to industry rules—we refine them. Our approach is built on precision, adaptability, and an unrelenting pursuit of excellence. Every service we provide, every decision we make, and every interaction we have reinforces our status as pioneers. We don’t react to change; we define what comes next.
This is what it means to be K2 Bespoke.
4.3 Our purpose
Our purpose is clear: to redefine service excellence by delivering seamless, high-touch experiences that go beyond expectations. We exist to support individuals and organisations with precision, care, and a relentless commitment to quality.
Every relocation we support, every challenge we solve and every experience we craft is built on a foundation of trust, expertise, and human-centric service. We don’t just provide a service, we’re creators of memories, ensuring that every interaction reflects the personal dedication & adaptability that define us. At K2 Bespoke, excellence isn’t just a standard - it’s our purpose.
4.4 Brand architecture
We are a brand built on excellence, innovation, and an unwavering commitment to delivering beyond-exceptional service.
We stand as leaders in our field, setting the standards rather than following them. Our brand is defined by precision, human-centricity, and the relentless pursuit of quality, ensuring every interaction reflects the trust our clients place in us.
Whilst we operate with a distinct identity, we are part of the K2 Group - a collection of specialist brands that together offer a full spectrum of mobility services. This connection strengthens our position, providing the stability, expertise, and global reach that enhance our ability to serve individuals and organisations with seamless, end-to-end solutions.
4.5 Because it's personal
It’s more than words - it’s the foundation of everything we do at K2 Bespoke. It defines how we approach every service, every relationship, and every challenge. True excellence isn’t transactional; it’s built on understanding, care, and an unwavering commitment to delivering beyond all expectations.
At K2 Bespoke, personal isn’t just a promise, it’s the only way we operate. Every detail is considered, every experience is crafted, and every interaction is designed to reflect the trust our clients place in us. This mentality isn’t unique to us; it’s a value shared across the entire K2 Group. Together, we don’t just provide services, we create seamless, human-centered experiences that set the standard for our industry.
Why? Because that is the only way it should be.
