Creating a brand identity for The Combined Authorities Programme (CAP)
Explore how we helped the Combined Authorities Programme (CAP) implement a brand-new brand identity.
Challenge
To produce a comprehensive brand identity
for The Combined Authorities Programme (CAP), which aims to address health inequalities and improve overall health
across various regions in England.
The programme is funded by the Health Foundation and managed by WMCA in collaboration with in a consortium with eight other combined authorities.
The brand identity needed to convey a sense of neutrality, partnership, and positivity while steering clear of the traditional health service or NHS aesthetics.
Solution
We followed a tried and tested approach to brand development. Some clients want full brand development support from initial research through name generation, to delivery of a brand identity system. For this brief, the name and strategy have been set, so some elements of a brand and branding strategy were skipped.
- Here were the steps we took to create the brand.
- We analysed the brief and carried out desk research, including competitor analysis and produced ‘creative territories’ for consideration.
- We produced distinct logo concepts with corresponding moodboards and rationales, and presented these concepts to WMCA.
- Following feedback, we refined the selected logos.
- We then developed a comprehensive brand architecture, including font choices and usage guidelines, proposed tagline options and messaging samples, showcased how the logo can be extended across various assets.
Impact
Our WMCA clients were happy with the design process, the level of involvement from their side and the quality of design concepts put forward. The brand identity is now being rolled out internally.