Reinventing a brand needing to better represent its people and its growth

I was invited by Oxford Policy Management (OPM), an international development consulting firm, to pitch for a rebrand. Having seen year on year of succesful growth OPM needed to bring new life into their brand to reflect on an increasing global presence. Recognising a gap in how the brand was being executed I set out a strategy that sought the opinion of their employees to bring their voices into the process.

Research

A short questionnaire for the wider team was produced to discover how they were interacting with current branded collateral to understand their awareness of the brand. I wanted to establish where the current brand was failing and what was working from a practical basis.

I acted as facilitator for a Brand Workshop that was carried out with members of the Communications Team in FigJam. I set out a series of short brand exercises based on the results of the questionnaire. The workshop was delivered on time and provided great insights for us all.

Moodboard development

From these results I created a report which highlighted issues with the brand that needed to be addressed. This was presented along with 3 moodboard themes of design ideas, inspirations and thoughts for the new brand.

These concepts have been developed and a full working brand guidelines have been produced. A key insight we were able to gain from the questionnaire was the lack of knowledge internal staff have of the guidelines and the assets available to them. I am currently working on how to create training documents for staff which will be hosted on OPM’s intranet. This process will save time and resource for OPM.

As a global company dealing with complicated issues, inclusivity is very important to OPM. I helped to set up additional guidance over the use of maps and when to show or not show land borders where there may be conflict.

A strong variety of templates were created to help bring the new branding to a wide audience. These included: