Much more than a logo - a brand strategy to support a new organisation.
Capacitybuilders is a non-departmental government body working to improve support for third sector organisations, since its launch has invested nearly £40 million in support.
Public Life was appointed in January 2007 to conduct a full brand review and develop a strategic communications plan for the organisation.
As a new organisation Capacitybuilders was keen to understand how it was perceived and understood by the sector and where it could improve communications.
Public Life undertook a large-scale consultation exercise, including one to one interviews with internal and external senior stakeholders, telephone interviews with sector practitioners and an online survey with 10,000 voluntary organisations.
We developed a new vocabulary for Capacitybuilders that allows them to communicate clearly and effectively with their stakeholders.
Research revealed the organisation needed a much stronger focus on customer service and a clear proposition that could be understood by all audiences. We worked with staff in the organisation to develop a set of core brand values, a clear mission and vision statement.
In consultation with stakeholders we developed a visual identity for the organisation that reflects the new vision whilst building on the heritage of the previous logo. We created a strong visual marque that retains recognition at multiple sizes and works in various contexts.
We rolled out the new brand across multiple applications, including conference materials, corporate DVD, stationary and key strategic documents. We produced comprehensive style guidelines to support other design agencies.
In addition to the livery we developed a series of case studies to be used in all corporate and marketing materials to communicate what Capacitybuilders does and the values it stands for.
The case studies were developed as editorial features with high quality photography. We also developed six video case studies for use in presentation and to share learning within the VCS.
