ABOUT

The Brief

We’ve been working with the Local Government Association (LGA) to create a brand new name and identity that properly encapsulates the transformative effect of the programme on graduate’s careers and the communities they’ll work in.

The LGA asked for our help to develop a new name, identity, design system and multiple brand assets and templates for promoting the graduate recruitment programme.

Mediums

Digital, Print, Animation, Copywriting

Concept

We conducted a multitude of focus groups including prospective applicants, current graduates on the scheme, alumni from the programme, and employment specialists within local authorities to generate a comprehensive review and research programme. We also carried out competitor analysis to have a gauge of the graduate programme landscape.

Research amongst key audiences revealed that the previous name of the scheme didn’t work well for students, successful candidates or alumni. Audiences wanted a name that both more directly linked to the local authority element of the scheme, and a name that demonstrated the real life change graduates on the programme make to the communities in which they are working.

Out of this, we developed the name Impact: The Local Graduate Government Programme, which delivers exactly what the programme needs.

Execution

Once we had the name, we moved into creating a new logo mark, identity, brand assets, guidelines and templates for the team to edit themselves, such as social media graphics and PowerPoint templates, as well as a brand new graphic device designed to reflect the idea of growth and impact. We also created some animated start and end frames to add to promotional videos.

The palette of the new brand directly links to the core colours of the LGA, while imagery for the campaign is both people focussed and demonstrates the huge range of experiences that graduates on the programme enjoy in their time on the scheme – both within their local authority workspace and out in the communities that they support.

Artwork has also been developed for the campaign launch and event collateral such as careers fairs.

Results

The new Impact programme was very positively received by peers and prospective participants of the programme. Internal teams are very excited to showcase the new brand which launched recently.