Barking & Dagenham council came to us to help them define a new brand strategy, proposition and refreshed identity.
The council were embarking on an ambitious phase of transformation, using new structures to change it’s relationship with residents and build a whole-system approach to change and deliver on the radical ambitions of the community.
They wanted to build a more participatory relationship between the state and the community, moving away from the historically paternalistic approach it had to service delivery, empowering residents to have more involvement in council services and greater investment in their community and the borough.
Building brand attribution
The corporate brand of the council needed to be developed to replace a marque that wasn’t fit for digital application or to sit alongside it’s services; multiple unconnected logo’s for each service meant people didn’t realise they were using services being provided by the council.
We lent into the ampersand in the name to signify a new reciprocal relationship is a way understandable by all and created a sub-brand system inspired by the the heritage of the area and the Short Blue Fleet - who unusually at the time flew square blue flags.
We created a number of brand elements for the marketing team to draw upon to help recognition of the master brand through their campaign brands.
‘We all have a part to play’
Working with our strategy partner for this project, Campfire Collective, the single minded proposition ‘We all have a part to play’ led the campaign communications to residents - where the ampersand acts as the link between the council services and the obligations of the community to help those services be delivered.
Handing the brand to the in-house team
As a public sector comprehensive style guide was produced to help the in-house team deliver projects often under extreme time pressures.
Strategy | Campfire Collective