A virtuous circle of investment, innovation and impact

THE UNIVERSITY OF ST ANDREWS | BRAND CREATION

The power of imagination, world class research and forward thinking enterprise will realise the most promising ideas of our time.

This is the exciting premise of St Andrews Innovation - the entrepreneurial innovation hub at The University of St Andrews. No.1 in the UK for its academic reputation, the University of St Andrews is not immediately associated with technological advancements and industry connections. Yet, at an ex industrial site on the fringes of the landmark town, it’s investing in state-of-the-art infrastructure and influential networks. A place where innovative economic ideas with a focus on decarbonising society can accelerate the transfer of knowledge from lab to real-world impact. Where solutions to technology and advanced manufacturing challenges will deliver clean growth.

Brand Insiders worked with a passionate leadership team from industry and across the University to articulate the proposition for this new venture. We drew insight from early industry collaborations achieving success in green energy, marine environment, healthcare, water management and manufacturing.

A name that is clear and concise - ‘St Andrews Innovation’ strikes a careful balance between place, potential and attitude. 

Brand Insiders worked closely with University marketing leads to create a brand and identity that speaks to business and investor communities while respecting the esteemed University identity. With a dynamic character and vibrant, inspiring and confident tone of voice, the identity framework is easy for a small team to adopt.

Shooting photography and film on-site, we capture the team’s conviction and enthusiasm for the impact they can make. Project development leaders tell the story of their achievements in their own words bringing substance and authenticity to the brand.

Armed with presentation content, templates and a new website, The University can promote their potential and progress with pride on an international stage.

Working within a tight timeframe leading up to launch, Brand Insiders supported St Andrews Innovation with:

• Qualitative research and reporting

• Strategic and creative workshop

• Name generation

• IP / Trademark consultancy

• Identity and design framework

• Brand guidelines and MS Office templates

• Proposition and positioning content

• Brand strategy - purpose and proposition

• Website planning, user interface design and copywriting - https://innovation.st-andrews.ac.uk

• Launch/positioning video

• Video case studies

• Photography (Portraits and location)

Supporting a journey of transformation

TRUST HOUSING ASSOCIATION | STRATEGY ARTICULATION AND EXPRESSION

Since the summer of 2018, we've been lucky enough to work with a business with truly progressive ambitions and ideas. Trust Housing Association was embarking on a digital transformation project to bring its diverse, geographically spread employee community onboard with new digital systems, tools and processes that would change the way they worked and serviced their customers for the better. Brand Insiders were appointed to help build an internal communications campaign to create curiosity, confidence and momentum around the roll out of their digital workspace and development of a digital first culture.

This project allowed us to get to know the Association well through leadership workshops, close collaboration with the transformation team and attendance at staff roadshows. Brand Insiders translated this knowledge and insight into an internal digital workplace brand and campaign delivered through a range of employee-targeted comms and experiences.

A new strategy for a new world - The Time is Now

When in 2019 Trust began to formulate its strategy for the next three year period, Brand Insiders were invited to get involved in the conversation ‘early doors’ to help the Trust team to express and organise the ideas that would lie at the heart of their new strategy. Through interactive and exploratory workshops we unpacked the ambitions, themes and principles behind the strategy and a compelling and progressive story unfolded... A creative and collaborative process followed thereafter to name the strategy and express its key themes with supporting narrative content and the planning and design for the long-form strategy document, an accessible colleague edition, customer summary, colleague microsite planning, and leadership video planning and production.

Bringing culture up to date

With its new strategy taking shape, it became clear that the current expression of values - while not untrue within the organisation - did not capture what it meant to work at Trust (and their recent acquisition Wishaw & District Housing Association). With an incredibly loyal colleague community, intensely proud of what they do and a reputation for developing people who have made their careers working at Trust, there were already great ingredients to build a unique cultural identity. Matched with our knowledge and understanding of the strategic direction and ambition of the business, and consultation with employees from across the organisation to understand the status quo, we created a cultural narrative and values that could carry this organisation forward.

It is a privilege to support this business through a period of change. With strong and supportive leadership and a refreshingly open culture, we've enjoyed getting under the skin of this organisation, its sector and customers to be able to work collaboratively and intuitively with the Trust teams. Especially throughout the lockdowns of 2020/21. Thanks for taking us on your journey with you.

Bringing a global strategy ‘home’

AON UK | STRATEGY EXPRESSION & MESSAGING

In 2019, Aon was well on its way operationally to becoming ‘Aon United’ with the migration of legacy names to a single Aon UK brand. However, some siloed structures and attitudes made developing a consistent, discernible and differentiating Aon UK culture harder to achieve.

The Aon United concept had been developed at a global level (originated in the USA) and evidenced with proof points and storytelling that did not feel ‘close enough to home’ to resonate with local UK colleagues. In addition, the existence of several branded strategic initiatives and the interdependency of these concepts could be confusing.

Brand Insiders were invited to gather insight from across the AON UK business and develop an expression of its global strategy that would ‘land’ successfully with the AON UK community.. Through the development of a cultural narrative, succinct themes and flexible messaging we created a framework and ideation for activation that would inspire and embed a consolidated cultural identity and colleague experience. Our research scope included focus groups, interviews and an immersive workshop. Our output; a succinct cultural narrative, three consolidated and simplified themes (to cut straight to what people need to know), and a messaging matrix to help communications resonate with those this initiative is intended to inspire.

Thanks so much to Madeleine and Jo for inviting us to be part of this project and making working on it so enjoyable.

Changing the face of fostering

CARE VISIONS FOSTERING | RECRUITMENT CAMPAIGN

Fostering is one of the best and hardest jobs out there. It takes a special kind of commitment not a specific type of family. Independent fostering agency Care Visions wanted to challenge perceptions of the traditional fostering family and appeal to people from all walks of life and families of all shapes and sizes to increase their capacity to meet a growing demand.

We talked with foster carers, and the Care Visions team who support them, so that we might deeply understand their experiences, motivations and concerns on the journey to becoming approved carers. The stories were moving. The opportunity to bring purposeful conviction and empathy to communications was clear.

‘Changing the face of fostering’ became a statement of purpose and a rally cry. It encapsulated the agency’s ambition and dedication to helping a broader diversity of individuals and families into fostering.

Care Visions Brand Story

Purpose:
To change the face of fostering through care experiences that inspire unique and fulfilling lives

Brand themes:
We stand shoulder to shoulder
We believe in the power of play
We do things differently
We celebrate diversity

A tone of voice that is compassionate, confident and real was established. ‘Hands up if you are ready to foster'?’, messaging was penned to feel active and empowering. Commissioned illustration represented a diverse range of fostering environments to feel inclusive and welcoming. Working within the brand’s existing design, style and colour palette, these new brand assets were integrated into communications throughout the carer recruitment journey.

Messaging:

We’re ready to change the face of fostering. Are you? Foster families come in all shapes and sizes. Let’s change attitudes and lives together.

We’re ready to change the face of fostering. There are many ways to ‘family’ and our independent service fits flexibly around yours.

We’re ready to bring new ideas to fostering. We use play and innovative approaches to create strong bonds between our young people and carers, growing confidence all round.

Ready to support and know our carers deeply. We stand by our carers, at every turn off their fostering journey.

Hands up for working mums, busy sons and a very helpful gran.
For warm hearts and big hugs from all the thoughtful dads.
Hands up...for the morning scramble and steady routine,
the comings and goings and the moments between.
For too many cooks and a ‘who’s washing up?’
For being full of hope and never too much.
Hands up for back-to-front and the other way round.
For doing your thing and not following the crowd.
Hands up for family who are friends, not bound by blood,
Woven by choice, through the fabric of love.

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We supported Care Visions with:

• Qualitative research

• Purpose, vision & proposition

• Brand strategy, positioning narrative and messaging

• Foster family recruitment campaign & assets

• Brand assets update & guidelines

The Institute of Academic Development get behind the big issues

UNIVERSITY OF EDINBURGH | EMPLOYEE WORKSHOP

In June, we had the privilege of revisiting a client seven years after we helped them launch a new brand. The Institute of Academic Development at the University of Edinburgh has flourished in intervening years, building its reputation and growing engagement across the University and beyond through development training, support, research, events, consultancy and partnerships. The current team includes only a handful of staff who were part of our brand engagement work back in 2011 and director, Jon Turner, wanted to give his passionate team the opportunity to share the same experience - a chance to reflect upon and celebrate why the IAD exists, its contribution and influence.

An all-staff away day in late-June provided the ideal opportunity to consult and engage with the full-team, drawing out what motivated them, exploring what interactions with IAD feel like and explore the common beliefs and goals they share together. 

Many thanks to IAD for inviting us back.

Proud to be supporting Million Seater Stadium

MILLION SEATER STADIUM | BRAND STRATEGY & MESSAGING

Million Seater Stadium is a ground breaking new social enterprise concept from Big Issue founder  and president of the Homeless World Cup - Mel Young. It aims to disrupt the fundraising world and mobilise a global football community to combat homelessness the world over.

We were approached by the MSS board to help them bring clarity and focus to their proposition, and put some power behind their story and tone of voice. Naturally, we jumped at the change to be involved.  We'll share progress as it takes shape, so watch this space...