Osmosis Brand Communications had the difficult task of branding Lord Digby Jones, a larger-than-life character with a love/hate proposition. Jones says what he means - straight-talking in 'plain old black and white'. His commitment and passion for his country is more than evident, as is his belief in people. The identity had to have a sense of permanence, be bold and demonstrate commitment. Two classic typefaces were used to render some of Jones' statements in business-card form - in black and white, set in caps as large as the space permitted - to act as a 'billboard' for his thoughts. Osmosis also developed a website.