Empowering a new brand
Young Enterprise was at a turning point. Following comprehensive stakeholder research, the charity identified a disparity between how it viewed itself and how others perceived it. It realised that it wasn’t communicating the far-reaching benefits of its work to those who mattered most: the students, teachers and supporters who were involved in the organisation’s programmes.
Bladonmore was asked to help Young Enterprise define its narrative, building on the findings of the research. Beyond the original strapline ‘start something’, which focused on setting up a business, it needed to demonstrate how participation in its programmes, as well as the achievement of starting a company itself, provides key learning and growth opportunities for students in terms of their knowledge, skills and attitudes. The theme that emerged was one of ‘empowerment’, which led to the second phase of the project: a refresh of the charity’s visual identity.
The project was briefed as an evolution of the existing brand elements, with particular emphasis on creating a system that was repeatable and easily deployed.
During the process it was clear that we could push the visual execution to better reflect the new, more upbeat and more positive brand promise. The new symbol represents young people empowered by enterprise – or ‘y’ to the power of ‘e’. The unchannelled ‘energy’ of young people was at the core of the design response.
We also produced a brand toolkit, which gives the wide variety of Young Enterprise stakeholders the tools to channel the brand throughout the regions, offices and schools in which it operates.More about this client >