We immersed ourselves in the business, reviewing the existing brand, platform, competitors and previous research. We facilitated surveys within the business, with peer workers and creative teams, to capture important attitudes about the audiences and the brand. We designed several consultations with the audience, using mood boarding as a technique to not only understand attitudes towards the existing brand, but also gain an insight into what wanted it to be. Together with the business, we defined irrefutable truths and ambitious goals to keep us centered.
After exploring multiple strategic directions, we developed the strategic narrative ‘Supporting Individuals, Together’. We developed copy samples and a Tone of Voice guide, and sense-checked the strategic narrative through additional consults with the audience and wider team. We developed multiple creative territories, visual representations of the same strategic narrative, and tested them with the audience before selecting the final direction. We developed and refined a final logo mark, visual language and sample applications, and developed the final branding guidelines. There was extensive collaboration throughout the design process; we adopted reoccurring rituals like stand-ups, sprint planning and regular showcases for stakeholders, all with a view to ensure transparency and joint ownership for the duration of the project. The benefits of strong participation and partnership are well illustrated in the project's rewarding and successful outcome.