We worked closely with the marketing team at Bradford Council to identify and understand the requirements of the mentors and the end users. And to evaluate other business support programmes in the region to ensure the brand – and name – was distinctive and not easily confused with pre-existing campaigns.
The brand identity used a simple colour palette with a grid system to ensure assets could be easily adapted by the mentors. It used a suite of shapes to signify the idea that businesses can come in all shapes and sizes. OOP built a stock image library, with portrait photos representing a mix of business types and diversity.
Brand assets were developed for the umbrella campaign and for each of the districts/areas covered by the programme. Assets were made available for the business mentors via a shared dropbox link with editable InDesign files using locked elements to ensure consistent rollout.