aNewSpring Evolution
Helping a brand find its voice. Devising, evolving and refreshing a brand and identity guideline for an online platform.
When we were approached to work alongside one of our existing long term strategic partners on the brand refresh for aNewSpring. Naturally we jumped at the chance. aNewSpring offers an e-learning platform that helps trainers develop some truly great training courses in, pretty much, any style and all served via any device.
Through discussion with the client we identified that one of the first ports of call should be to help them define themselves as a brand. We needed to help them “find their voice”, as it were. This discovery was the result of some long and interesting conversations, focussed primarily on the questions “What do you do?” and “Who are you?” It became clear that the crux of the problem was a minor struggle to tell people who they were in a succinct manner. Something that is not unusual amongst businesses in the “.com fields”.
THE STARTING POINT
Our initial plan was to help aNewSpring by giving them a refresh of their identity, simplifying the logo and repairing the issues with the word mark’s shape. This naturally led to us tidying up the surrounding graphic language as well, thus, helping break from the past and keep things clear and simple. The logo was already recognisable in the market place, but with small revisions to make it clearer and to work better from a technical point of view, we helped to firm up its place.
Once this had been completed we started the job of defining all the rules based on the findings from the exploration and development phases. Producing a brand and identity guideline document to ensure that all who use the brand were, “singing from the same hymnbook”, came next. During this process we found that, internally, there were many different powerpoint presentations being used. Many different report covers and word templates, developed by each member of staff over a period of years, to their own different tastes and requirements were also in existence. We find this to be a common, and somewhat understandable thing across many clients. This causes the brand to project an increasingly confusing and inconsistent message to the outside world.
WIDE RANGE OF CREATIVE SOLUTIONS
During the time we have worked with aNewSpring we have used the guidelines to produce various promotional items and communication materials to help their marketing cause. From Paper Windmills to mailers which grow into flowers when you bury them in the ground. Large items such as Exhibition panels and booths helped them to evolve their message through the clear and consistent use of their identity.
As part of a continual evolution of the brand, in late 2018 we helped the client simplify and refine the guidelines even more. Our goal is always to enable and empower each person who uses the brand identity to create something for aNewSpring. This always helps to make the brand more consistently visible. By removing some rules which had been required in previous versions of the identity, we were able to make the overall use much freer. With the help of one of the client’s employees, we developed an illustration style and we made a custom font to help keep the communication materials friendly.
The implementation of the revised guidelines for 2019 also introduces an alternative logo. This helps increase the visibility and legibility when used at small sizes, such as supporting literature and in some ‘on-screen’ cases.
Finally, as a break from the standard magazine format we had previously produced the brand’s guidelines in, we produced the simplified guidelines as a set of posters. These were placed in the highest footfall part of the office as a constant and somewhat subtle reminder of the need to use them and their place in the communication mix of aNewSpring’s brand.
TO SUM UP
Often a simple set of guidelines for a brand identity are all that’s needed to help move a business forwards. Once everyone internally understands what they are using them for and why it benefits all involved, then we can evolve them, to help tweak messaging as required. It certainly was the case with these easy to use and clearly defined Brand guidelines. The entire business was able to both speak confidently about the business to the outside world, and ensure that all their communication messaging was both clear and “on-brand”.
What the client said:
Working with Everybody has been great. That’s why we’re working with them for years now. They are the right partner to help develop a brand and they are also the right partner to help maintain and evolve that brand.
Everybody has helped us with various projects, from creating a simple brochure to extensive online and offline marketing campaigns. They also act as our brand guardian. Whenever we’re not sure about the design of something we’ve created ourselves, Everybody provides the guidance and teaching to make sure it’s on brand.
Everybody constantly proves to be a reliable and professional partner when it comes to (creative) design and brand identity. And while you might be thinking, ‘wow, this guy is really positive about Everybody, are they really that good?’, then I’d add, yes, they are that good. Look me up on LinkedIn if you need more info.
Corjan Bast
Brand Manager
aNewSpring
Address details:
Everybody can design
Westersingel 44
3014 GT Rotterdam
the Netherlands
Westersingel 44
3014 GT Rotterdam
the Netherlands
Tel: +31 (0) 10 414 0576
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