Develop a Corporate Identity

Thrive Rebrand


Thrive for Business was started over 10 years ago in order to provide a quality business network for directors and senior managers of SMEs within Scotland. It provides sector specific networking in energy, hospitality, property, professional services and technology. In the 10 years since it’s conception, many competitors have emerged. These include brands such as BNI and Chamber of Commerce. These organisations have meant that the market price has dropped, making Thrive for Business less feasible.

In an effort to expand, Thrive requires branding that will support its growth strategy. This comes in two areas:

- Increased product offering

- Outside of Scotland

Increasing the product offering

Thrive will be restructuring and increasing the number of products and services it offers. Thrive already has Thrive Digital, which will act as the blueprint for the rebrand. The goal is to rebrand Thrive for Business as Thrive Networking, and to add a series of other services that fit under the Thrive brand. (The networking website – [url removed, login to view] – has recently been redone, so the rebrand must fit visually with this also. While we can change logos, colour schemes etc. major changes should be avoided). The brand needs to have an overarching style, with the ability to easily add sub-brands that are both clearly identifiable as part of Thrive, while still being separate. Initial ideas based heavily on Thrive Digital were:

This is just an illustration, and we are not tied to the ideas.

Outside of Scotland

Being within Scotland, along with having several overseas partners, we have lower costs than many of the agencies in London. A major part of our growth strategy will be market diversification. Once we have developed the full set of products, we will be pushing it out to London (and other major UK cities). Thrive’s rebrand must be in line with a wider UK brand, and cannot have a Scottish focus as it currently does.

Messaging & Market Positioning

Thrive wants to position itself very much as a marketing consultancy. Marketing has become extremely fragmented over the last 10 years, with more options that ever before. When the decision was to put a magazine advert in or consider TV there were plenty of companies to hold your hand. Now there are a million different marketing mediums, firms seem only to specialise.

Thrive wants to help its customers navigate the marketing maze, making sure that they are receiving the right advice

While there are some companies that are providing an end-to-end service, these tend to be large and very expensive. Most companies are not able to afford fees charged by agencies such as Saatchi & Saatchi. We would like to aim to provide the same level of service, at a much reduced cost.

As we do not pay for London offices, and outsource much of the development work to either China or the Philippines, we believe that we will always be able to offer services at a lower cost to our competitors. However, this is not the primary message. The primary message is that of quality. We are here to help, and help navigate, through a complex and ever evolving world of marketing options. And we will do it to the very highest quality. The Thrive brand needs to mirror that.

Target Audience

Our target audience is medium sized brands. Large brands will have the money to go with the industry leaders, and small brands prefer to do things in house to save money. Medium sized brands have sufficient turn over to warrant a reasonable marketing budget, yet not so great that they can afford the biggest marketing agencies.

Thrive would prefer to focus its offering at consumer products, especially within the hospitality, food and drink sectors. We have a strong presence in this area, and brands recognise the value of marketing. Branding should be in line with, and appeal to, this target audience.

Some examples:

- [url removed, login to view] - GlasgowVenue

- [url removed, login to view]

- [url removed, login to view]

- [url removed, login to view]

- [url removed, login to view]

- [url removed, login to view]

Design Aims

• Be professional and contemporary

• Present a UK/global image (and not a strictly Scottish one)

• Emphasise quality over price

• Avoid being cold and corporate, emphasis on relationship and friendliness

• Appeal to our main target audience

• Appeal to our other stakeholders

Key Outputs

A style guide that contains:

• Colour Palette

o Colour palette should differ from sub-brand to sub-brand. How the colour is used however, should be the same. For example, if using red at 100%, 50% and 30% transparency; blue, green, purple etc. should also be used at these transparencies. This is to ensure that the brands are still recognisable under Thrive. This also means that there should be a restricted colour palette to each of the sub-brands.

o There may also be a common colour, although this would not be the main colour, you may choose to use a common colour to link the sub-brands.

• Typography

o Use google fonts for ease of web use

o Typography should be the same across all sub-brands

• Formatting

o Formatting should be the same across all sub-brands

• Backgrounds

o Backgrounds should be the same style across all sub-brands, but include the colour scheme for each brand.

• Imagery

o Imagery should be unique to each brand, however the “treatment” of the image should be the same. For example, if Thrive Digital has an 80% transparent colour overlay on the header image, then Networking, Content, Events etc. should also have this overlay.

o You will need to select images that are appropriate to the brand, but also to the specific sector. Choose images from Fotolia.

• Logo

o Light/dark

o Big/small

o Width log/short

o Overall brand logo

o Individual sub-brand logos incorporating brand logo

 Networking

 Digital

 Events

 Design

 Content

 Print

 VR – Virtual Reality

• Corporate branding (business cards/letterheads/comp slips)

o These need to be done for the brand as a whole, and for the individual sub-brands

• Brochure design

o It would be nice to produce a high quality brochure of products/services we have available. This would have an overall brand, with each of the sections

• Magazine Ads – Full page/half page/qtr. Page

o Examples of how the branding as a whole, and the sub-brands might translate into print

• Digital Banners

o All major sizes and sub-brands

Evner: Firmaidentitet, Logo Design

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Om arbejdsgiveren:
( 0 bedømmelser ) United Kingdom

Projekt ID: #10541857

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