Basten Greenhill Andrews will present the results of a review and analysis into the brand strategy and identity of the National Employers Liaison Committee this week, its second major project win in the last month.
The project is understood to be worth a six-figure fee. The consultancy will conduct a workshop with ‘internal [NELC] stakeholders’ next week to establish the brand values of the organisation, which is part of the Ministry of Defence and works to establish links between employers in the private and public sector and the Volunteer Reserves of the Armed Forces.
Creative work will also begin next week, which could result in a new name for NELC and either a new identity or a revision of the existing one, says BGA managing director Tim Greenhill.
‘The identity is made up of elements of each of the Armed Forces so it’s a military identity. We are establishing how important or unimportant that is to the employers it is communicating with. In truth, no one has really heard of NELC or can’t remember what it is, we have to change,’ says Greenhill.
BGA was appointed last week following a four-way pitch managed by COI Communications.