The Challenge
Businesses often perceive local councils as administrative rather than aspirational leaders or innovation partners, meaning this rebrand needed to elevate that perception. Moving away from simple, functional and council centric visuals that focus on support availability, IGM needed a fresher, bolder and impact driven identity.
The Solution
We began with an initial brand audit workshop to align on the vision, goals and tone the project would take, before proceeding into a research phase to focus in on the brand positioning, audience and tone .
From there, we worked on developing three distinct approaches based on this research before presenting to Norfolk, Suffolk and Essex County Council teams for input.
The chosen concept plays off the light bulb moment and the start of an idea. Taking the first three letters of ‘innovation’ to form a wave-like logo mark resembling a spring, brain wave or the filament of a light bulb. It’s a bold and eye catching design utilising a vibrant green symbolising growth, energy and support. Paired with a deeper indigo for trust, professionalism and reliability.
The final brand was then used to create a set of brand assets, including social media templates, exhibition banners, PowerPoint slides and promotional literature, alongside a complete set of brand guidelines.
The Conclusion
The final brand is vibrant, energetic and confident – a visual expression of Innovation Grant Mentorings forward-thinking programs. It clearly encapsulates their values, celebrates their work and the businesses they support while highlighting the difference they can help make in shaping the future of the region.
