The Met Office is reviewing its branding and positioning as it readies itself for a move to its £80m headquarters, complete with Platform-designed interactive visitor centre, later this year.
The national weather forecaster is working with Banc to audit its key relationships against ‘brand behaviours and values’.
Met Office brand communications manager Gordon Higgins says, ‘It’s about making the brand come alive within the organisation and [reviewing] how certain touchpoints interact with customers.’
Any changes to the brand will depend on the results of the audit process, Higgins suggests.
Brighton-based Platform’s interactive visitor centre comprises two main elements – an Innovation Trail and an Innovation Centre.
The Innovation Trail features interactive pods and touchpoints in the ‘central street’ of the atrium. These will cover the Met Office’s services and history and be primarily aimed at the public. The first floor Innovation Centre will showcase Met Office products in greater detail to potential customers.
‘The visitor experience is not Met Office does Disney at all,’ says Corinne George of the Met Office’s innovation promotion team. ‘It’s about information gathering and information giving.’
The group, previously known as MED, won the work in December 2002 after a four-way pitch.
The Met Office is due to complete the move to the new building in Exeter, designed by architect Broadway Malyan, by November, with the official opening of the building planned for 2004.