PLUS: Case Study
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PLUS: Case Study

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PLUS is a South London based charity providing residential, respite, leisure and employment
services for adults with learning disabilities. As an innovative organisation, highly committed to
its mission, the PLUS Board and Management Team felt their brand did not reflect their ethos.

We were asked to review and reposition the brand to better reflect its ethos.

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  • 1. CREATIVE NATION® | CASE STUDY : PLUS www.creative-nation.co.uk www.creative-nation.co.uk
  • 2. THE BRIEF:PLUS is a South London based charity providing residential, respite, leisure and employmentservices for adults with learning disabilities. As an innovative organisation, highly committed toits mission, the PLUS Board and Management Team felt their brand did not reflect their ethos.We were asked to review and reposition the brand to better reflect its ethos. www.creative-nation.co.uk
  • 3. THE WORK: DISCOVERY WORKSHOPWe facilitated a one-day workshop with the client to explore, define, articulate and visualise thebrand.This involved:• Identifying PLUSs diverse audiences and how best to engage and interact with them• Establishing core values• Defining differentiators and standards of performance excellence www.creative-nation.co.uk
  • 4. THE WORK: DATABASEWe found that the organisation was driven by the needs of service users. This responsive andsupportive ethos permeated the organisation and drove the business. Our role therefore, was tosupport this by developing a brand identity and communications which conveyed this.We began by creating a new database for PLUS:• We defined populations within the PLUS family’• We placed service users at the heart of the database, and mapped relationships from that startingpoint• We then explored, and tested, the types of communications they might be responsive to. Friends Multi-Disciplinary Family Teams Service General User Partner Orgs Public Potential Employees/ Volunteers Potential Service Users PLUS Staff www.creative-nation.co.uk
  • 5. THE WORK: BRAND IDENTITYWe researched views on the existing brand identity. The results revealed a dissonance betweenperceptions of the brand, as compared to experience of the brand. We wanted to know whatpeople thought, so we asked a random sample of people drawn from the general public in the areaof South London PLUS operate within. This is how people perceived the brand identity: Old-fashioned Boring Dated Limited Very 1980s Amateur Lacks Polish Cheap The contrast between the brand experience versus the way it was perceived was stark. www.creative-nation.co.uk
  • 6. THE WORK: BRAND IDENTITYExperience of the brand related many positive points. Services provided by PLUS were experiencedas comforting, enabling, positive, uplifting, safe, supportive, and focused yet flexible.This was a far cry from perceptions of the brand.“Staff try hard to make sure I do all of my activities. They take me to my parent’s home when I want tovisit them. My dad comes to visit me here whenever he wants.”“When you start your first visit there, they show you to your bedroom and it is very comfortable forusers. [Residential Respite Care Location] . . . is a safe place to be when our parents & carers want totake a break.”“Could you please pass on our sincere gratitude to all the carers who have been extremely kind,supportive and dedicated, this really showed when they all persevered in travelling throughextremely bad weather i.e. turning up on time and being very pleasant and jolly. I can’t express howthankful we are to them all.” www.creative-nation.co.uk
  • 7. THE WORK: THE ASSETSWe developed a visual identity to communicate the PLUS ethos. We approached this in an evolutionary manner, initially by developing the existing logo – then by developing a new identity adapted from the old look – and finally by developing an entirely new look The evolutionary adaptation of the old identity gave us interlocking rings, highlighting the organisations enabling and supportive approach to addressing service users needs We underscored the enduring nature and commitment of the organisation in the classic typography We also wanted to convey the sense of a forward looking, innovative, capable and needs led organisation www.creative-nation.co.uk
  • 8. THE WORK: THE ASSETSWe carried this new look and feel across all print formats and real world conference banners. www.creative-nation.co.uk
  • 9. THE WORK: WEBSITEWe created a new website, with new content to reflect the PLUS ethos and aims www.creative-nation.co.uk
  • 10. THE WORK: TESTIMONIALWe are very happy with the work Creative Nation delivered for us.• The team were pleasant and positive, and took on board all of our recommendations.• The discovery workshop helped us to identify issues and develop our own responses tothe changes which affect our organisation.• In helping us to communicate our work better, Creative Nation helped us realise howmuch we had already achieved, and continue to achieve.• The new look and feel is light, positive and helps convey what we are about better. www.creative-nation.co.uk
  • 11. www.creative-nation.co.uk www.creative-nation.co.uk