Corporate Edge rebrands The Industrial Society

Corporate Edge has created an identity for The Work Foundation, which rebranded from The Industrial Society this week.

As well as the corporate marque, the consultancy has created a launch publication called Working Capital, stationery and literature and website style guidelines.

The new identity is a radical departure from the previous marque and helps reflect the qualities the organisation wishes to portray, says Corporate Edge project director Clare Joynes.

‘It’s a flexible and fluid identity that can be used in different ways across different applications. [The Work Foundation] wanted to show how work is flexible and fluid in the 21st century. Work is constantly evolving and growing so it didn’t want a very rigid identity,’ says Joynes.

‘The foundation wanted to be different, but it didn’t know how. We did a lot of interviewing to flesh out what the organisation is all about. We established key qualities we felt it had to communicate to its audience, which includes senior management and upwards in the commercial sector, and also Government and senior people in the public sector,’ she says.

The Work Foundation is part research institute, part business consultancy and part advocate. It aims to make British workplaces more effective and fulfilling.

Its first action will be to launch the Working Capital publication, a critique of why UK plc is under-performing and what organisations have to do to stay at the forefront of competitiveness.

The consultancy, which was appointed to the project in July last year, won the work following a credentials pitch against three rival consultancies.