It’s one thing to design a standard set of principles and guidelines for the application of a brand identity. It’s quite another thing to implement them consistently across an organisation.
Following our work to represent Kent Police’s values in a new identity we were asked to help them implement that new identity across their organisation. The task was evenly split between hands-on implementation and supporting Kent Police’s staff in producing new materials themselves.
Many of the changes were project-managed on behalf of Kent Police. For example, we ensured that new front counters were installed to the appropriate specification and that signage outside police stations was upgraded to the new standard. We worked with the internal IS Department to overhaul the look-and-feel of the Kent Police website and with the Transport Department to ensure that vehicles were effectively rebadged and rebranded.
We also supported the organisation to ensure that the standards would be maintained in the future. We created an internal network of “business champions” to help communicate the new tools and templates, and provided help and assistance to end-users when necessary to make sure the new identity was consistent at every touch-point.
A recent post-implementation review found greatly improved service at front counters by measuring heightened customer satisfaction and reassurance levels. It was found that the implementation programme had clearly contributed to improved citizen focus – a key measure for the organisation.
Industry or sector
Public sector
Country
UK
Challenge
Identity inconsistent with values
Services
Brand application
Links
Kent Police
Downloads
Police factsheet.