Liquid Media’s solid support for Unity card identity

Liquid Media has designed the brand name and identity for Unity, a loyalty card aimed at local retailers, developed by e-commerce specialist IT Works.

The scheme, which launches this month, is aimed at small high-street retailers in towns across the country in an effort to compete with larger scale offerings such as Nectar. Retailers will be able to sign up to the smartcard scheme and promote it to their most loyal customers, who in turn will receive loyalty points for purchases, to be redeemed against special offers in participating stores.

Having previously designed a brand identity, website and stationery for IT Works, Liquid was appointed to produce the identity following a three-way pitch in September last year.

Liquid managing director Manmeet Bilkhoo says the consultancy came up with the name ‘Unity’ to embody the core values of the brand, namely bringing local retailers and consumers together.

It had previously been slated to launch as Community Plus.

‘We needed an easily identifiable brand for in-store recognition,’ comments Paul Mackey, managing director of IT Works.

‘The logo conveys solidity, steadfastness and co-operation,’ says Bilkhoo.

The logo will be implemented in promotional material for prospective retailers and councils this month, but will eventually be translated to consumer applications.

Liquid is now working on designs for the smartcard itself, together with visual designs for brochures, in-store promotional material and gift packaging.

The scheme begins rolling out this month in the south-east, with subsequent roll-outs in and around Aberdeen and Northern Ireland.

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