"They were extremely easy to work with, both working fast and making excellent recommendations that really added value."
We worked with Fogg to deploy the repurposing of our new name and identity. Our challenge to them was to create a coherent and engaging visual language as well as provide creative direction to its application. They were extremely easy to work with, both working fast and making excellent recommendations that really added value. We have since worked closely with the team on a number of creative and strategic projects to which they always challenge us and go beyond the brief to ensure we get the most out of every project.
2017 has been a year of change for the club and the beginning of an important and exciting adventure by the renaming of this National institution to The Caravan and Motorhome Club.
This renaming and repurposing came with a strong new identity that needed to be effectively, purposefully and beautifully applied to the many facets of the organisation. The club’s brand and marketing teams challenged us to create a coherent and engaging visual language which would give this new identity purpose and gravitas whilst providing strategic advice to their proposition and creative direction to its application.
Furthermore, The Club needed a voice that could reach out to its members and engage with them internally and externally whilst being coherent to the brand strategy and visual language. All, manifesting itself, in a set of core technical guidelines and style guide which would become an integral part of the new brand’s development and integrity going forward.
Our starting point was to understand why? Why was The Club changing, what was its purpose and what were the opportunities to effect this process positively? We worked iteratively and quickly, using the experience, passion and knowledge of the team at The Club to establish a visual language that epitomised the proposition and enhanced the identity.
We then tested the language and its application across all of its required touch points to ensure this was robust and scalable whilst remaining consistent and engaging.
Developing a strong visual language is paramount to the consistency and effectiveness of a brands articulation, it is as important as the identity and these elements have to work seamlessly together in bringing a brand to life and creating coherence.
By establishing this language quickly though our experience, knowledge and skill set we could iterate at short intervals to finalise the agreed style, which in turn allowed us to apply to every touchpoint needed for launch and hit every deadline. Once agreed, tested and living, this was then documented to ensure the identity and language could be applied by all parties consistently and without error.
In doing this project we also identified additional opportunities for development across other facets of the organisation, where this brand language could have a positive effect in transforming their communications. This will manifest itself in developing the brand strategy and TOV as well as brand experience implementation across sites and restaurants.
For a new identity to be successful it needs to have proof of application and strong brand language to support it, each gives the other purpose
Knowledge and experience are vital in efficiently establishing a robust language that can be deployed across multiple touch points effectively
By ensuring that this language had buy in from key stakeholders developed a strong working relationship for future brand development pieces