New corporate identity
Situation
A
government department formed from the merger of two departments and with a new,
wider remit. A new identity was needed to represent the new strategy and
culture, to communicate with stakeholders and to motivate staff and help them to
feel part of one organisation.
Brief
Build on an outline strategy, brand and set of values to develop and implement a new corporate identity.
Solution
Working
with internal staff the first communications strategy was developed covering all
stakeholder communications as well as internal communications and team structure
and development.
The
first stakeholder strategy and database was developed working across departments
and agencies.
A
new identity was developed, researched with staff and stakeholders who were kept
involved and updated throughout the process, launched to staff and the public
and implemented across all communications
Communications
and stakeholder strategy produced with buy-in across the organisation and
first major steps implemented.
New identity designed and consistently introduced across all communications, reducing the number of brands and design approaches used from about 40 to 1.
PR planned and identity launched with minimal negative PR and largely positive staff reaction.
All
collateral, web and intranet, stationery, signage etc was rebranded, using a
low cost introduction and a brand management process was set up.