To help HMRC manage the implementation of their new brand across customer touchpoints, we developed a comprehensive guidelines document that included practical tools to aid the change across all HMRC site types.
Managing consistency
The complexity of the project was derived from the quantity of sites, the variety of site condition and design, and challenges of the HMRC brand co-existing with other brand identities. To complicate things further, most sites were managed by landlords such as BAA or Network Rail.
We audited a range of site types and interviewed stakeholders. The various zones and passenger journeys through each location were methodically analysed, allowing Integrity to devise a communication hierarchy and set of application guidelines covering signs, notice systems and poster sites.
Out of this aproach came a clear and practical application strategy for the new identity, enabling rebranding to be carried out by local contractors on behalf of HMRC or site landlords.
Industry or sector
Public sector
Country
UK
Challenge
Guidelines for change
Services
Guidelines
Links
HMRC
Downloads
Customer experience factsheet.