BamberForsyth Fitch has won a six-way pitch to revamp the brand identity and structure of independent charity UK Skills, the first brand overhaul for the organisation since it was founded over a decade ago.
According to a UK Skills spokes-woman, a new identity is needed to reflect the fact UK Skills, which promotes vocational skills at all levels from Government to colleges, has expanded in the past few years.
‘Our target audience is changing,’ she says. ‘We’re no longer just dealing with Government intermediaries, but also talking directly to further education colleges. Our identity needs to be more forward-looking.’
The work, worth a five-figure fee to the consultancy, includes a revamped website as well as internal and external publications and the identity itself.
It’s time for the ‘brand architecture to catch up with the organisation’s structure’, says BamberForsyth Fitch director Nigel Forsyth. ‘We want to help UK Skills present a strong, well co-ordinated face to the learning and trade bodies it liaises with,’ he says.
A key part of the organisation’s work is training awards and national skills competitions. To reflect their importance, BamberForsyth Fitch is introducing ‘more celebratory, approachable’ design values, says Forsyth.
The consultancy last week beat off competition from The Team and Start Design, which both made the final shortlist from an initial six-strong long list. The three shortlisted groups presented initial creative ideas, the UK Skills spokeswoman says. The identity is scheduled to launch in early March 2003, the spokeswoman adds.
Meanwhile, Energy Solutions International has appointed BamberForsyth Fitch to review its brand communications. Initially, the project will involve the design of a new corporate brochure, but a full brand review is anticipated in mid-2003, a BamberForsyth Fitch spokeswoman says.