The Tidy Britain Group runs environmental campaigns to help clean up the country.
In the past the marque for each campaign has been designed by different consultancies, leading to ‘a mishmash’ of images, says Tucker Clarke-Williams creative director Phil Skegg.
This is borne out by a communications audit which found that although individual campaigns are well recognised, many people do not realise that the Tidy Britain Group is behind them.
The national charity wanted to streamline the campaign identities to work as a family within the umbrella brand – the well-known ‘Tidy Man’.
Tucker Clarke-Williams in Stockport secured the project following an unpaid creative pitch against Leeds groups Poulter and 4AM.
The consultancy has so far created eight marques, including the Millennium Marque and Countryside Offensive. ‘We were restricted by the style of the existing [marque],’ says Skegg. ‘And they had to be simple and cost-effective. Cost was a big factor.’
Tucker Clarke-Williams brought in ‘earthy colours to reflect the charity’s environmental concerns, with the occasional brighter tone to reflect the civic activities the group is involved with’, says a consultancy spokeswoman.
The first identity, National Spring Clean, will appear by the end of the month, with the overall marque launching next March. Tucker Clarke-Williams is now working on a design guidelines manual.
Designer: Tucker Clarke-Williams
Client: Tidy Britain Group