CBSO had undergone a successful visual identity rebrand and had a strong and detailed audience strategy. While there were multiple guidelines available to them (key messages, content principles, visual principles, copy style guides etc) these were proving a little overwhelming to put into practice. While no question of the quality of these tools, in order to present a more consistent and singular story, the team welcomed support in streamlining and simplifying the task.
We unpacked the different key messages together with the team, with the goal of being consistently meaningful and emotionally resonant to audiences outside the organisation. We explored how these would manifest as stories – as well as creating a hierarchy to ensure the most important messages would be on repeat and woven through everything.
CBSO now have a more singular message and a shorter, simple toolkit – not to replace the existing guidelines but as a focussed day-to-day ready reckoner. This is now helping the team in their shift from a succession of short term sales messages towards brand storytelling that should leave no one in any doubt of their message.
