ABOUT

Background
Tees Valley Combined Authority (TVCA) is a public sector body covering the five local authority areas in the Tees Valley and approximately 700,000 people. It’s responsible for driving economic growth and increasing prosperity across the region. Decisions about budgets, strategies and services are made at meetings of the cabinet, comprised of the elected mayor and local authority leaders.

The Brief
TVCA has grown significantly since 2016, resulting in confusion due to multiple brands and a lack of clear guidance. An over complicated brand structure made it hard for audiences to understand what TVCA is and what it does. We were engaged to clarify the brand architecture and create visual cohesion and increased recognition across all TVCA activity.

The Solution
We turned the brief on its head. Rather than re-creating multiple logos for multiple sub-brands and trying to make them all feel cohesive, we moved away from siloed thinking to develop a single yet highly flexible brand system. And because TVCA is intrinsically linked to the area, we took the opportunity to brand the region, not just the authority.