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Academies Enterprise Trust

Background

The Academies Enterprise Trust (AET) is one of largest multi-sponsors of academies in the UK. They are an operational body who ensure that each academy, whether a primary or secondary phase, becomes high performing as quickly as possible.

The challenge

The academies under the umbrella of the AET share brand values but require their own identity, reflective of those values but conveying an individual personality.

Brand evaluation and definition

As experienced designers and developers of brand identities, we understand the importance of continuity and consistency with absolute necessity for accessible, thorough, precise and clear brand guidelines.

We work with the AET to produce, consultation documents, newsletters, recruitment adverts and campaigns, illustrations, signage, prospectuses and brand identities – at short notice and within tight, non flexible deadlines.

The outcome

Our production facility is set up, so the studio can react professionally and quickly to large volumes of projects on tight deadlines. We are a flexible team, who have meticulous methods, a keen eye for detail and a firm handle on all design programmes. This means our artwork is accurate and on-time as a matter of course.

We have many examples of work for the Academies Enterprise Trust where we blend creativity with brand guardianship.

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Essex Sexual health Service

Background

A new Essex wide Sexual Health Service has been formed. We have worked within the health sector since 1994 so we were delighted to be asked to use our experience and expertise to develop the values and vision for this new organisation.

The challenge

Provide CIC is leading a collaboration of organisations to deliver the new service, providing a full range of sexual health services for the people of Essex. The new service needed to satisfy the needs of all parties. The challenge was to present a sexual health service that is authoritative but approachable, speaks with one voice, is inclusive and open minded yet confidential.

Brand evaluation and definition

As brand strategists we developed the core values for the new service and the descriptions by which it would come to be known by.

We then translated these graphically into its brand identity and a toolkit to use to present the service to the public through marketing collateral, promotional materials and documentation for of cial use throughout the service.

The outcome

Essex Sexual Health Service opened its doors in April 2016 and all participating organisations are working under one identity to communicate with the public of Essex to convey the care and advice available in all matters of a sexual nature.

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Brand review projects Directors’ vision

Background

Harlow Group has been bending sheet metal into interesting shapes for over thirty years. Their expertise, financial strength and portfolio of multi-national customers had been steadily built on.

The challenge

The strength, ambition and professionalism of the Harlow Group was not being reflected in their brand communications.

A fundamental re-evaluation of their position in the market and their medium to long-term business objectives was required, along with the need to take their image way beyond that of a traditional engineering company

Brand evaluation and definition

Following a brand review, candid input from the directors and some customer feedback research, we introduced a new identity to properly reflect their characteristics and ethos, which rolled out across all marketing communications and signage, including a complete refurbishment of their buildings.

The outcome

The success of Harlow’s investment can be summed up by this quote from Vince Cable, former Secretary of State for Business Innovation and Skills on a visit to the factory:

“I have only been here a short time, but I am massively impressed”

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Kirton Healthcare

Background

Kirton Healthcare manufacture chairs to fit people! Their chairs are used in every conceivable location within private houses, care homes and in challenging environments such as prisons.

We have been working with Kirton Healthcare since 1998 when we produced the first Adult seating catalogue. Since then we have produced work for every aspect of their communications strategy including, brochures, advertising, web sites, email campaigns, direct mail and exhibitions along with management of all their print requirement.

The challenge

The group has grown and now includes AJ Way and Sensory Plus, both of which needed to align with the Kirton brand. Different presentation styles, target markets and product ranges had to be presented to market and while maintaining their individual characteristics the over-arching Kirton brand also needed to be evident.

Brand evaluation and definition

We identified the distinct qualities of each part of the group, modernised the brand identities and generated a toolkit of graphic devices that link the visual presentation across all touch-points. Each part of the organisation has a strong individual identity that is strengthened when viewed as a group.

The outcome

The consistency of presentation has helped the group develop into the number 1 manufacturer of specialist seating in the Great Britain and the Sensory Plus brand has been re-positioned from being a seller of sensory products to being the UKs most authoritative voice on sensory environments.

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Investment in brand identity reduces marketing budget

The Background

Our brief was to develop a brand identity that identified the quality of facilities and service wherever there is a Leisure World touch-point.

With other facilities coming under the management of the Leisure World team it was important to afiliate these centres with the values and attributes associated with the flagship venue.

Our approach

We gained a deep understanding of the objectives and requirements, while being mindful of the project's parameters. Our big picture analysis, combined with strategic thinking, inventive design and effective project management led to appropriate branding that works.

How brand evaluation and definition helped

By investigating the competition - private member gyms, and highlighting the benefits of Leisure World we could differentiate them: no membership fees; pay as you go plans; the breadth of activities available across all the venues and locations; professional equipment and coaching; good value. These were summed up in our ‘Active World’ logo

This refreshing brand identity and the ethos it conveys has been applied throughout the leisure facilities and across communication and promotional materials, within the Leisure World complex, as well as the sports facility. The brand identity is robust enough to include other venues, membership plans and marketing campaigns, but also allows them to maintain autonomy.

The versatility of the brand identity made it cost effective to roll out. Our involvement was not merely visual presentation, but also dealt with effective communication. We ensured that time tables were easy to understand, and programmes easy to access and book.

The outcome

A solid brand identity that links services and venues under one banner and conveys the brand's values. The quality of communication has improved and the cost of producing marketing materials dropped as a result of standardising design and formats across all touch-points.

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Open up Reach out

Background

Open up, Reach out is the document that Southend, Essex and Thurrock used to launch the £3.3 million plan to improve mental health for children and young people in Essex. An unprecedented partnership of ten authorities covering the county of Essex published the five-year local transformation plan that has received top rating from national leaders.

The challenge

The documents that we created needed to communicate to the professionals involved but, most importantly, also to users of the planned service.

The design process

We achieved this by using a graphic design style that is youthful without being patronising and maintains a visual pace throughout the document. Images of the geographical area gave the document a sense of place while the people pictures are representative of the population that the service is designed for.

The outcome

Cllr Barbara Rice, Thurrock Council’s portfolio holder for health and adult social care, said: “This is an excellent piece of work showing how working together to address issues as early as possible gives everyone the best possible mental health outcomes.”

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‘Cleverly simple' presentation of range and functions

The Background

Prefect Controls have a number of products that help landlords, particularly in student accommodation and hotels, to save money on their heating bills, but the majority of them are generic looking grey boxes screwed to a wall. The nidentification for products and ranges was confusing and not descriptive as serial numbers rather than names had been used. A valuable opportunity to clearly promote the features and benefits was being missed.

Our approach

We segmented the product range and grouped products more logically. We also developed names and identities for the leading products along with marketing messages and campaigns for specific audiences. We created fascia designs that gave the products an innovative hi-tech look rather than utilitarian grey boxes.

Brand evaluation and definition

The previous approach had been to promote the effectiveness of Prefect as a company (brand awareness) as opposed to marketing the individual products. By focusing on what the grey boxes could do, we were able to simplify the buying process by demonstrating the benefits directly to customers.

The outcome

Brand awareness has risen within the target market as a result of a consistent campaign. News articles and stories have regularly appeared in the trade press as a result of having a close relationship with the publishers. Prefect have never been busier, surveying, quoting and installing their products.

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St Elizabeth Hospice - where you can just...

The brief

A challenge facing modern hospice care, is addressing the public perception that a Hospice is a place where very poorly people go to die. The public are unaware of the essential services a hospice can offer.

Our approach

We held workshops with a range of interested parties - stakeholders, supporters, volunteers, staff, fund-raisers, patients’ families and friends, to find out what they thought of the Hospice and how it worked.

These sessions were very informative - When we asked what people loved about St Elizabeth Hospice, we were told that it is a place where they can be themselves, where they can be however they want to be; where they can just be.

The concept

These comments formed the basis of our concept – highlighting how, as a patriot, family member, fundraiser or member of staff, one can be part of St Elizabeth Hospice

The brand identity had to work across a range of communications; with people receiving devastating news, but equally with supporters wanting to put the fun into fundraising by sitting in a bath of beans!

The outcome

The response has been fantastic
“We have already seen increased footfall and takings in our shops and we are very excited to see how we can use the new brand to inspire supporters.

We need to raise more than £7 million every year to continue to support people who are facing a progressive illness and we see the new brand playing an important role in finding new ways to reach supporters.”

Alison Lanchester, Director of Income Generation & Marketing

“The clever, catchy concept will help us to appear friendlier and more approachable to people who may be apprehensive about receiving hospice care – and more appealing to those who want to support us. This strikes the perfect balance - a brand that is fun for fundraisers and also highlights the Hospice’s compassion and humanity.”

Laura Beardsell-Moore, Head of Marketing & Communications

https://www.youtube.com/watch?v=IxanfefPSo0

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Identity contains process, objectives and context

The Background

The Stevia plant is a source of sweetness, 200 times more potent than sugar, but with out any calorific value. Trials to grow Stevia have been taking place at SteviaAfrika farms for the last 5 years and the company is progressing towards commercial planting and harvesting.

Our approach

We developed an identity for the company that illustrated the requirements, water and sun for growth of healthy leaves. The colour palette represents the concept but also firmly roots the identity in an African context.

Brand evaluation and definition

As a start up business it was important from the outset to have clear objectives for the business and how it wished to be perceived. Professionalism, quality and size of operation were key factors to convey SteviaAfrika’s ambitions.

The outcome

By developing a strong recognisable brand identity the company has been able to convey its professionalism to the markets, stakeholders and employees and thus attract the investment, interest and high calibre of people to ensure the company's solid growth.

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Talent for Care

Background

The support workforce make up 40% of the total NHS workforce and provide around 60% of patient care, but this group receives less than 5% of the national training budget.

The challenge

Various national, regional and local partners are working together to change the balance, to increase investment in the support workforce and to spread good practice and innovation. We were tasked with developing a brand that concentrated on the actions of these bodies, was inclusive of all staff involved in the initiative and demonstrated empathy and leadership.

Brand evaluation and definition

Talent for care is creating history as the first ever national strategy for the development of healthcare support staff (those in bands one to four), recognising that this cohort of staff have immense potential to improve the quality of patient care.

Linked to a number of Government objectives the framework has three main areas for action:

  • Get in - improving opportunities for people to start their career in a support role
  • Get on - supporting people to be the best that they can be in the job they do.
  • Go further - providing opportunities for career progression, including into the registered professions.

At the heart of Talent for care are ten strategic intentions that emphasise the importance of attracting young people into the NHS, making best use of apprenticeships, supporting staff to achieve the care certificate, and nurturing talent.

We worked with Health Education England to develop the Talent for Care concept, name and brand identity and have been instrumental in delivering the communications strategy through consultation documents and events.

The outcome

Over 90 large NHS organisations have signed the Talent for Care partnership pledge, demonstrating their commitment to developing their support workforce and widening participation.

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Bringing the workforce onside when re-branding

Background

Central Essex Community Services (CECS) is a £55m+ business born out of the NHS to deliver health and social care services to healthcare organisations.

The challenge

3 years after the launch as a Community Interest Company (CIC). The board of CECS realised they had an identity crisis, their name was holding them back – CECS was not an attractive acronym, their reach was far greater than Central Essex and Community Services didn’t adequately describe their offer.

Brand evaluation and definition

Through a process of brand evaluation and analysis Barber Jackson assessed the organisation’s aims and development plans, evaluated how they were perceived and following extensive research and consultation made recommendations to change the name and create a new identity. We launched the brand identity internally and externally and have provided all the necessary collateral for Provide to market itself eficiently and effectively.

The outcome

1 year on from launch, Provide has 1500 staff who quickly got behind the new name and are happy to be associated with the new brand. Ambassadors who are proud to Provide.

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Massive growth through quality of presentation

Background

Making candlesticks, curtain poles and door furniture out of iron and displaying his work in the back of homestyle magazines is how Jim Lawrence began what has now become a multi million pound mail order home wares business.

The challenge

To differentiate Jim Lawrence products from those available on the high street and DIY stores and to stress the exclusivity and the quality of design, manufacture and performance of his hand-made products.

How brand development helped

Outstanding photography is paramount in a mail order catalogue. Telling the story of hand made craftsmanship in a subtle way while building confidence in supply and first class customer service. Re-focussing the brand from Ironwork to home wares and emphasising the ‘made by’ message, by designing a new brand identity and subtle re-positioning.

The outcome

The company has grown from £0.5m to in excess of £7m turnover in the time we have worked with them.

As a result of developing their style over years of advertising and catalogue production we were able to provide a solid brand identity, colour theme, typographic style and layout system that can be cost effectively used on all marketing collateral.

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Branding attracts unexpected attention

Background

Enigma’s product range comprises GPS tracking, fleet management and security solutions for construction, plant and agriculture, waste management, transport and logistics.

Enigma has grown substantially and enjoyed success in many international markets. This means communication regarding the technology has to be clear in many languages and makes sense within different cultures.

The challenge

Enigma is a technology-based company, with a need to communicate in a clear universal manner, without using ‘techy jargon’. They are growing at a pace in both domestic and international markets and need to respond to a rapidly developing marketplace.

Enigma is reliant on ever changing technology that reveals new opportunities, often with exciting and spectacular results.

Brand evaluation and definition

We have a long standing relationship with Enigma. Our understanding of their industry enables us to align communications with developments and opportunities in their market place. We continually develop ways to convey complex ideas with clarity.

We clearly de ned the functional benefits of the Skyline product: Track, Trace and Monitor. – and designed a brand identity to complement the parent company identity.

The outcome

Enigma has grown substantially and enjoyed success in many international markets. More recently they have attracted the attention of a large Italian Telematics company, impressed by Enigma’s growth, professionalism and the quality of their offer. The two companies completed a merger in June 2014.

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From supplier of products to leading UK authority

Background

SensoryPlus is a division of The Kirton Healthcare Group and is one of the UK’s leading sensory equipment providers from single catalogue items through to entire environments.

The challenge

To collate a disparate range of products, both manufactured and sourced and, via the catalogue, convey the SensoryPlus team’s expertise and knowledge of both product and environment.

Brand evaluation and definition

We unified the product offer under one strong brand identity “Sensory Plus” and then presented knowledge and advice as well as product in one document called The Big Sensory Catalogue.

This catalogue has catapulted Kirton Healthcare from being a supplier of sensory products to being the UK authority and leading provider of sensory environments, equipment and advice.

The outcome

The emphasis has shifted from SensoryPlus being a range of products to being the UK authority on sensory environments. They occupy and display the largest stand at Naidex – their main trade exhibition, and have a well- earned reputation based on innovation, quality design, manufacture and customer service.

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Brand consistency at every touch point

Background

Davonport has been designing and building high quality bespoke kitchens since 1990. Based in the heart of East Anglia, they have a thriving workshop, highly skilled craftsmen and a team of expert designers all working to create luxury, bespoke and enduring kitchens.

The challenge

Davenports strategy was to expand their range, develop manufacturing techniques and create a broader offer to enter the world of selling directly to customers who could then experience Davonport first hand, in a new showroom. They knew, ultimately, this meant a rebranding process, and wanted to work with a team capable of creating the impact for success in a new marketplace, while remaining sensitive to their current trade clients’ needs.

How brand evaluation and definition helped

Our brand identity, the style of photography commissioned and the quality of the design, copy, print and finishing for their literature and advertising, has helped to re-position Davonport from being a trade supplier to providing bespoke kitchens and interiors to an afiuent ‘end-user’ market.

The outcome

The company has moved to much larger premises and have opened their own showroom where they can display their craftsmanship, innovation and quality.

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Changing perceptions of, and connecting with, the local community

Background

There are many mis-conceptions about the work of a hospice. Most people wrap their thoughts of a hospice neatly into ‘that’s where terminally ill people go to die’.

The challenge

It costs more than £11,000 per day to run the Hospice and with a growing population and life expectancy rising their services are becoming increasingly stretched. Clear communication with the local community about what the hospice does, and why it is important, is essential to increase fundraising and provide hospice care to those who need it.

Brand evaluation and definition

We listened to wonderful stories from patients, families, staff and health care professionals about the services available from St Nicholas Hospice. The hospice needed a voice, so it could tell these stories to a wider public.

We developed a brand identity with a speech icon and bright colours to change the tone of voice, and deliver communications - to alter the public’s perceptions. We added ‘Care’ to the name to emphasise that care is the important part of what they do, not the building.

The outcome

Year on year the Hospice has seen fundraising achieve its targets. Since the introduction of the new brand identity St Nicholas Hospice Care has benefited from a huge rise in donations, sales from retail outlets, the calibre of applicants attracted to work within the organisation has improved. All of theses changes in the perception of what the Hospice is are attributable to the brand development.

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Repositioning brand strategy changes fortunes for TES

Background

TES supply safety critical staff to the rail industry – ensuring those working on repairs and maintenance of the network are safe at all times.

The challenge

MD, Tony Evans saw huge potential for his company, our challenge was to encourage major contractors in the industry to take notice of TES.

Brand evaluation and definition

We stripped out the jargon and made the proposition clear “Creating Safe Railway Working Environments”, we made the brand more visible by taking ownership of fluorescent orange (the colour of safety on the railways) as its key colour and summed it all up in a neat brand identity, running a railtrack through the middle of the TES acronym.

The outcome

TES now sit round boardroom tables with the largest railway maintenance contractors and with the success of winning many large contracts have seen their turnover increase more than 10 fold since launch. The identity and its application won them the European Design Management effectiveness award presented in Eindhoven.

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400+ products - 18 different logos - 25 different brochures - All streamlined into a smart sales presentation document

The Background

Moffat had been manufacturing their catering equipment ranges for 30+ years when we met the company. Over that time their brand identity had evolved and although they had a tremendous reputation in their industry, the way the company was presented undersold its value.

Our approach

We conducted a full scale review of their presentation and discovered inconsistencies across the board including the way the logo was re-produced, use of imperial and/or metric dimensions in product descriptions, naming and coding of products and quality of paper stock and print.

Brand evaluation and definition

Our finding led us to develop a de nitive logo file for use across everything from printed literature to curtain sided lorries, badges for products to exhibition display. We also re-grouped and categorised products to simplify the offer. We re-launched the product range in a quality suite of catalogues housed in a smart binder, making it easier for the sales team to present and for the customers to understand.

The outcome

Moffat sales figures have risen year on year and opportunities for export to the middle east and Australia came knocking and resulted in orders being placed.

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A strategy for launching into an established market

The Background

Target Sports had been making product for the top flight dart brands for many years. The decision was taken to launch their own branded product. The challenge was to achieve this objective without jeopardising relationships with established customers.

Our approach

We formulated a plan with Target to enter the market by producing some of the most expensive darts produced commercially. By not competing on price customers would not feel threatened. The gift market and ‘the choice for the guy or girl who has everything’ was the starting point. We developed three distinct ranges – Precision, when only the best is good enough; Sport, for the younger market and T0.1, for the traditional player that appreciates a great thing when they see it.

Brand evaluation and definition

By differentiating between these ranges we were able to market to specific demographics and convey the brand values of Target Sports.

The outcome

Target are now a major player and regularly feature their star names, and darts in the world championships.

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Pigs Gone Wild in Ipswich

The Background

Wild in Art is one of the country’s top creative producers of high-impact, public art exhibitions, featuring large-scale, individually designed and decorated ‘animal’ sculptures.

Pigs Gone Wild involves 39 pig sculptures displayed on an art trail around Ipswich and the waterfront during summer 2016, in aid of Suffolk charity St Elizabeth Hospice. Pigs were chosen for the event to celebrate Suffolk’s rich agricultural heritage and association with pig production in the country.

It is the biggest mass participation, public art event ever to be held in Ipswich, with many local businesses and artists supporting the cause by sponsoring pigs and creating and painting the sculptures. It is hoped that this event will not only appeal to local people but will also bring thousands of visitors to the town who will be able to follow the trail which meanders through the town and Waterfront.

Our Approach

Barber Jackson worked alongside St Elizabeth Hospice, designed the logo, promotional styling and special artists packs to encourage known and undiscovered artists to submit their designs for the pigs.

We also designed sponsorship materials aimed at local businesses giving them the opportunity to sponsor a pig sculpture.

The full grown pigs are joined by 30 junior pig sculptures – smaller, but crafted just as creatively, by students and teachers in local schools. The junior pigs will be displayed in litters in town centre stores and venues for the 10 week period.

We also furnished the schools with the support materials for creating the piglets sculptures. We are currently preparing the Pigs Gone Wild Trail map, which will be handed out to visitors, the logo and styling has been applied to a specially created App which will be available to download when the trail is launched.

After a few months of working on the project we are delighted to have become a sponsor of one of the pigs, Piñata pig.

The artist who painted Piñata pig is Hannah Nelson, a Norfolk based artist who uses painting as a way of exploring and discovering shapes and forms on an imaginary journey. She is inspired by nature, especially the weird and the wonderful! She works on canvas, wall murals and public art projects, having painted two GoGoGorillas and three GoGoDragons.

As part of the promotion we are holding a competition.

If you take a selfie including our pig Piñata, along the trail, and upload it either via the Pigs Gone Wild App or on
www.facebook.com/barberjackson
and they will be judged by our in-house creative panel and you could be in with a chance of winning a full size cut out of that photo of you and the pig!

The Outcome

After the Pigs Gone Wild have been enjoyed by all, during the 10-week extravaganza, the large pig sculptures will be auctioned to raise funds for St Elizabeth Hospice.

It has been amazing to be involved in this fantastic event: helping to attract visitors and locals to Ipswich to promote art; experiencing the benefits and recognition that this kind of sponsorship brings; and ultimately helping to raise a significant amount for St Elizabeth Hospice and to support them in all the good that they do for local people and their families.

Norman Lloyd, Pigs Gone Wild project manager, said: “We are hugely grateful to Barber Jackson for all their help and support with the concepts and designs they have produced for us for all of our Pigs Gone Wild materials, including the sponsor, artists and education packs and of course our fantastic trail map and official guide.

“The Pigs Gone Wild sub-brand they have created for us is beyond anything we could ever have expected – it’s eye catching, colourful, memorable and most importantly, fun!

“The amount of time and effort they have put into all the materials that have produced for us, often up against tight timescales, has been amazing and we are delighted that they are sponsoring Piñata Piggy – a fun, bright, eye-catching pig, which epitomises the brand they created for us.”