our work
Tower Hamlets project
Project:Creating a system for brand management, in collaboration with Nucleus.
When: 2005
What: A 21st Century library service with a comprehensive range of educational services, delivered in the style of a high street brand had become fragmented across different channels and needed clear brand management.
How: Having won the 4-way pitch, awarded by Tower Hamlets Council, we conducted user research to understand current brand perceptions. We also interviewed key Council stakeholders and roster agencies to understand the original vision for the Idea Stores. We then carried out a brand experience audit so we could make recommendations on the key areas, which needed to be addressed as part of our work. We ran a workshop with the steering team to bring together our findings and to brainstorm possible solutions. We also identified key brand messages for different audiences and then developed a brand communication model to capture this work. We were then able to develop a creative brief and develop creative models for various parts of the Idea Store presentation. With our revised concepts for brand development agreed we produced a ‘framework for imagination’ – a supplier guide - supporting the evolution of the brand across all media.
Outcome: The brand management guidelines are established as a single point of reference for all stakeholders and inform implementation of each subsequent store to help develop a coherent brand.