The project
College Green Group needed a refreshed brand to tell the story of our growing consultancy, and help connect with clients and colleagues. As a trusted partner to corporations, countries and political candidates, the agency works to make meaningful connections in Westminster, corporations and beyond. Communication is a key part of how the consultancy get their messages heard and connect online, so the brand needed to reflect this.
Creative process
The new brand combines impact with inquiry. Lines that create and strengthen networks, populated with the people who make these connections. The history of the red ministerial box and its handwritten communications runs at the core of the new visual language. Of parliamentary communications, issues debated, links created and agreements made. Every journey to success is different, and as a bespoke consultancy recognises the complexities of campaigns and nuances of the policy environment. The consultancy aspires to guide clients and take them on a journey with clear, informed and compelling communications. The refreshed brand aimed to communicate these values more widely.
The concept was developed with reference to a history of fabric and textile used in art and political communication. A tangible, three dimensional feel was used to enrich the visuals; the idea of weaving through cultural life and democracy. A subtle texture is combined with a DIY, placard-style composition that has underpinned much political discourse and engagement.
The home page focuses on Big Ben using these style cues. Created in shades of College Green Group’s brand green, which for centuries has represented the bounty of nature and the colour of life. Its use in the Palace of Westminster can be traced back to the thirteenth century, and is now used as the colour of the House of Commons and Hansard (transcripts of parliamentary proceedings) being issued in green since 1981.
Depth is offered via the contrast of the sinuous line drawing, that guides, shapes and joins the environment. These elements extend the scope of the brand with reference to illustrated political journals.
Result
A more polished and engaging brand with agency communications resonating more with client prospects and stakeholders.