Creating a brand identity for Business Growth West Midlands
Learn how we transformed Business Growth West Midlands’ brand identity.
Challenge
To develop a visual identity for a brand-new regional growth hub for West Midlands Combined Authority (WMCA) named Business Growth West Midlands.
Previously, there were three growth hubs in the West Midlands, which were supported by seven local authorities, and now was the time to create a powerhouse regional growth hub. But, to make this happen, WMCA needed a whole new identity ready for the big launch.
Solution
We worked our magic to create a brand-new visual identity that oozed professionalism, accessibility, approachability, and recognition. It complemented WMCA's main brand identity, capturing the essence of who they are.
Before springing into action, it was important to understand what was needed, the audience, values, and the objectives of the regional growth hub.
We dug deep, did our homework, got inside the heads of the audience and drew on our team’s expertise in behavioural science and brand development.
It was important Business Growth West Midlands had its own identity but had ties to the West Midlands Combined Authority main brand.
We designed and built an engaging website and brand assets to introduce this new growth hub to the region, including brand guidelines, logos, color palettes, fonts, new website, newsletter and social assets.
We made sure that this new look paid tribute to WMCA's roots, while letting those seven local authorities keep their own unique identities.
The brand assets have used for OOH advertising, digital advertising and a radio ad to help build awareness of the brand.
Impact
The brand makeover, website, and all the bells and whistles have earned a big thumbs-up from everyone involved.
Leopard did a brilliant job in helping us develop ‘Business Growth West Midlands,’ which was formed by combining three ‘Growth Hubs’ and managed by West Midlands Combined Authority. A new brand identity was needed, and it was important not to stray too far away from WMCA brand assets.
Leopard produced initial creative concepts, then a roll out plan, including website, social media and event materials. Recently, Leopard extended the brand into advertising assets using clever headlines across 6 sheet posters, taxi supersides and digital advertising that we’re all so pleased with!Marketing and Outreach Officer at Business Growth West Midlands