Elmwood developed the Met Office brand promise 'Making a positive impact on your world' as part of its refreshed identity. The rippling lines of the Met Office logo reflect how its work touches everyone at some level. The original blue box housing the ripples was dropped, as it limited the brand story, and freeing the ripples enabled their visual integration into all communications. Black-and-white photography was used for posters, and a verbal identity adopted, with single word titles for increased impact.