The TCV overhaul was prompted by low public awareness, ‘a name that was almost impossible to retain,’ a shifting funding landscape, and the charity’s multiple objectives, according to ASHA founding partner Marksteen Adamson, who says the consultancy was appointed in September 2011 following a four-way pitch.
ASHA says it set out to ‘re-establish the cause at the heart of organisation’ to find new ways the charity could promote itself, visual and verbal expressions of this, and to identify new revenue streams.
The new brand is based around a proposition that assumes TCV as ‘The Conservation Home Guard,’ with a cause rooted in ‘Reclaiming Green Places.’
A call to action for people to ‘Join in, feel good,’ has been defined and through branded stakes and bunting, the charity can ‘own’ conservation sites and create awareness, ASHA says.
This tone of voice is a ‘straightforward’ reflection of the way the organisation talks about itself, says ASHA.
Livery templates, have been designed with a flexibility allowing for application to any vehicle, and stationery and literature targets centralised offices and localised groups, while on-screen guidelines are in place to help TCV keep control of its brand.
‘A strong visual architecture’ has been established under the TCV umbrella and the identity and brand have been packaged so that networks of localised groups can manage and implement it.
The website encourages revenue generation at a local and national level and allows groups to create their own content within the main TCV website.