At this stage they felt content with their existing core visual identity – so I didn’t get my hands on a comprehensive development. Instead I was briefed to address primarily a repositioning of their membership offer and some of their related support services. I needed to identify and solidify an approach that allowed the continued brand recognition to carry across the membership and charity campaigning branches, that would in-turn be able to filter across to other realms when they get around to developing those. Combining more welcoming key messaging with identifying a bolder and fresher graphic treatment, including: the introduction of a new display typeface; selection of strong, energetic photographic elements; and a generally more open treatment of marcom collateral and digital touch points, all led to a decent outcome.
Helping plan content, work on the sub-service naming, and evolving the membership area of their website to compliment the changes were a significant part of this process too. Aligning the related sub-branded campaign and program initiatives with a system and suite of new service logotypes, and developing custom icon sets to aid with accessible signposting of each brand and sub-brand/service area was an interesting process. All aspects of this project went through A-B testing, and umpteen development rounds with internal and external stakeholders.
This corner of their output and brand presence is widely acknowledged to be a significant step forward, and they can now hopefully get to bringing this across to some of the wider realms of the ENABLE Scotland world.