Frank Bright & Abel Gives the CIPD a Fresh New Look
Frank Bright and Abel, the London-based creative communication specialists, has created a new brand positioning for the CIPD - the professional body for HR and people development.
The comprehensive scope of work carried out by FB&A - including messaging, tone of voice and visual brand - was informed by the CIPD’s new core purpose: Championing Better Work and Working Lives.
“The repositioning of the CIPD’s core purpose was the catalyst for a number of strategic and operational changes within the organisation including a review of the brand and how the brand works across all channels.” Explains Rebecca Price, Strategy Partner, Frank Bright & Abel “Our challenge was to bring the new core purpose to life and to position the CIPD as the global voice and promoter of dialogue for the HR sector”.
Prior to making recommendations, comprehensive research (including internal and external perception studies) was conducted by FB&A to inform the brand development and its successful implementation.
The organisation’s four core values: ‘purposeful’, ‘agile’, ‘collaborative’ and ‘expert’ were deconstructed by FB&A and used to inform the comprehensive tone of voice guidelines. A programme of workshops, lead by FB&A, were also employed to help CIPD employees absorb and ‘own’ the new positioning.
“We worked with them to embed the brand in their tone of voice - all with a cohesion and a ‘flavour’ informed by the core values. Not being afraid to have a point of view - being emboldened to use emotive ‘purposeful’ language and to fully embrace the organisation’s values” says John-Paul Sykes, Creative Director, Frank Bright & Abel.
FB&A’s approach to the visual brand was also inspired by the CIPD’s core purpose and messaging. The CIPD has a voice, it promotes dialogue and it makes an impact - key elements that are played out faithfully as regards the new visual identity.
The use of the ‘speech bubble’ as a device, central to the family of logos, reinforces the CIPD as the curators of dialogue and debate for the international HR community. It is a smart, subtle, creative solution with enormous flexibility that satisfies the many different sectors and sub-brands within the organisation.
“We gave the CIPD a wardrobe of clothes that allows them to dress for all occasions - whatever the medium” says Rebecca Price
The CIPD will roll out the new positioning, across all channels, throughout January and February 2015.
Jenny Lynch, head of brand at the CIPD, comments: ”Our members and the HR professionals and businesses we work with are so diverse, our new brand identity has to work really hard to be relevant and engaging for everyone. Ultimately, the brand should express how we work and behave as well as how we communicate verbally and visually. The new direction we’ve taken reinforces our purpose and strategic priorities in a way that encourages anyone with an interest in championing better work and working lives to engage in dialogue – with us, and with each other.”
Creative Agency: FB&A
Category: Business and services , Recrutment