Fit new brand positioning for South East Enterprise

Fit Creative is repositioning and rebranding publicly funded business support centre South East Enterprise.

The service, which supports businesses in the Greenwich and Lewisham boroughs of London, is looking to raise its profile to customers, funders and users.

Jeremy Hedger, business development director for Greenwich, says, ‘We’ve been stuck with the same old brand for a while, and we’re looking to raise our profile.’
Fit, which is based in south-east London, was appointed in June following a tender process. Fit director Kara Penn says the consultancy was made aware of the tender after attending an SEE workshop.

According to Penn, the initial brief was to look at the branding, communications, and look and feel of a growth programme, which the consultancy has named The Moment to Grow.

In addition, Fit was tasked with looking at SEE’s main branding and positioning. But Penn says the consultancy decided it couldn’t work on the growth programme without having first developed the main branding for the organisation.

Fit has repositioned the organisation as ‘Essential for Business’, and tweaked the logo to give it more standout and enable it to be reproduced accurately.

Penn says this work was carried out following a research programme that involved interviews with staff and stakeholders, and a full audit of the organisation’s competitors, which include the London Development Agency and enterprise agencies from Ravensbourne and Goldsmiths universities.

As well as creating the new strapline, Fit has developed the logo, which Penn says is the central concept for the new brand language.

The logo is an adaptation of the current marque, developed in-house, which has been made ‘more solid, to create impact’, according to Penn.

She adds, ‘We presented three concepts to the client, and the one they identified is the one I think is the most intellectual.’

Penn says the triangle logo represents SEE on the x-axis, the client on the y-axis, and the resultant growth from their relationship as the angle on the graph.

Hedger hopes Fit’s work will provide ‘a strong recognition in our message’, and allow SEE to develop beyond its current geographical remit. He says, ‘It has always been our intention to spread our message to other areas of London.’

The Moment to Grow programme is currently rolling out. The first elements in the overall rebrand to go live will be a new website and print materials, which will be launched towards the end of this month.

South East Enterprise

• Has been operating for more than 20 years using a logo developed in-house
• Fit Creative was appointed in June following a tender to look at the organisation’s brand positioning for the first time
• Branding work is set to roll out at the end of this month
• Fit’s work will help the organisation potentially widen its operations to other areas of London