The Result
The results have manifested themselves in purpose led brand positioning to help clients “Make a great decision”. This key concept underpinned a new brand identity and visual language. We reshaped the old logo into an arrow which symbolises the future aspirations of the brand and the forward thinking nature of what they deliver. We toned the colours down to be more mature and chose a modern powerful typeface.
During the process we uncovered Innes Englands “Why” – to help the East Midlands thrive. They do this by enabling their clients to make great decisions. This became the basis of the brand story and was adopted as their new motto which helps to explain, not simply “what” but “why” they do what they do.
The prominent, noticeable and unique red arrow of the brand has been powerfully used.
We launched the new brand identity and the thinking behind it to the Innes England team at a special event to ensure staff buy-in. We also helped apply the visual language and applied it to a verity of marketing materials – most famously to the Innes England property ‘For Sale’ boards which are now seen across the East Midlands. A full set of branded templates for the internal teams as well as usage and tone of voice guidelines have been delivered.
The project reached its climax when we were invited to present the principles which we used at Innes England’s annual industry conferences held in Derby, Nottingham and Leicester. At these events, our Creative Director Matt Davies spoke on “The Power of Purpose”. We also produced all of the materials for the events including powerpoint presentations, banner stands and brochures.
The end result then is a fresh, modern visual system by which the brand is now articulating itself. It is more authentic and resinates on a deep emotional level with the brands target audience.
