Tandem

Brand Overhaul for
Heritage Lottery Fund

Heritage Lottery Fund briefed us to deliver an invigorated, new corporate identity that would increase the effectiveness of their communications in line with their new 2008 strategic plan, and ensure that Lottery players could better see and understand how their money is being spent. One of the most challenging aspects of the brief was to reconcile the HLF supporting funder logo with the National Lottery ‘crossed fingers’ logo without compromising on the brand’s own visual identity, which the previous logo had failed to do.

We worked alongside HLF’s Head of Information & Publication to make sure that all staff and members of the board were fully on-board with the new concept – initial testing of the branding by Opinion Leader confirmed that we’d achieved one of the highest acceptance rates ever recorded from both employees and members of the public, something we’re very proud of. Since launching the brand, we’ve developed a complete set of guidelines and continue to work with Head Office to ensure that consistency is maintained across the board.

Scope

Re-branding of organisation

Establishment of guidelines
for roll-out of brand

Development of 4-tier
corporate literature

Advisory role to HLF on
environmental issues

Project management and
print procurement

Art direction of all media