The Brief
The West of England Combined Authority tasked us with creating a brand identity for their Good Employment Charter; a charter
that encourages all businesses in the West of England to improve their businesses through the fulfilment of 7 Good Employment Characteristics. Businesses would be awarded this charter should they comply with these 7 characteristics. This identity had to be created using the West of England's core brand which meant sticking to colours, font style and voice - yet had to stand out from it, and represent the charter.
that encourages all businesses in the West of England to improve their businesses through the fulfilment of 7 Good Employment Characteristics. Businesses would be awarded this charter should they comply with these 7 characteristics. This identity had to be created using the West of England's core brand which meant sticking to colours, font style and voice - yet had to stand out from it, and represent the charter.
The Journey
Knowing that we needed to utilise the existing brand, it was important to take a look at the structure of the current logo and how this could be the path to the brand identity of the Good Employment Charter. The West of England brand had three strong colour blocks, these became the building blocks for the new identity.
The Angles
Taking the squares from the main brand, we spliced these during our exploration. We know that triangles are a symbol of change, dynamism and unity; all of which the Charter is aiming to bring to the West of England, and what businesses have had to practice and learn through these changing times. These became the perfect symbols for this identity.
Our Crown
The crown was born. A symbol that champions the businesses for earning this Charter, an accolade they could post on their shop fronts and websites; something to be proud of - something that would not only enforce their values, but help bring in new talent.
Now it's all coming together
The Good Employment Charter was born, but how would we bring this to life? Now that we had our logo, we needed to explain the characteristics that make a 'Good Employer'.
Now it's all coming together
Now that we'd done the pretty visuals, we needed a line - one that really lets our audience know what it means to be a 'Good Employer'. So, we came up with a line, one that has a double meaning - it's simple, but it works...
And then we had the rules (I'll show only a few!)
We needed to have a set of rules that could be used externally and internally - these were pretty extensive, but here's some from the concept deck!
