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Project OverviewCavan County Council in Ireland commissioned a brand programme that would enable them to create a compelling new identity that would re-energise their image. The Council’s mission is to promote Cavan as a unique place to live, work, visit and do business. The Cavan county crest had served as the Council’s identity since its inception, evoking the county’s heritage. However they felt that it was falling short of communicating their unique points of difference and benefits to the county’s citizen’s and in a broader context nationally and internationally in terms of attracting new residents, tourism and inward investment.The opportunity therefore was to create a new dedicated brand specifically for the Council that dynamically reflected the range of services, supports and resources they provide to the community and better communicate their values, mission and vision to all stakeholders, repositioning how they are perceived as a forward thinking, proactive organisation.
Project BriefThe purpose of the new brand was to invigorate and reposition the Council in the eyes of the community by highlighting the dynamic and diverse nature of its activities and services. Essentially their identity had to be uniquely identifiable, adaptable and independent whilst meeting the strategic objectives to support active community, stimulate economic activity, protect and enhance natural environmental resources and promote a positive image of Cavan County Council and the county.
The scope of the brand programme included: Collaboration with the Council to define their new brand strategy, including articulation of values, ambition and vision; directing the branding process, including creation of a cohesive narrative to set the tone and outline key messages for the brand. The brand story had to be easily understood by both a national and international audiences; design the new brand mark and creative solutions for how the new identity system would be implemented visually across all branded collateral; and development of comprehensive Brand Guidelines.
FUDGE had to focus on the strategic elements of this project, as there was no real precedence of councils in Ireland repositioning their identity in such and adventurous and radical way so as to uniquely differentiate themselves from other counties. This was a strategy that had to be well researched and considered before creative exploration even began!
In collaboration with Cavan County Council, we conducted an extensive marcomms/PR audit and delivered a manifest of branded collateral for brand asset development as part of an ongoing roadmap for roll-out. FUDGE then facilitated a strategic brand workshop with key Council stakeholders to explore B2B/B2C target audiences, effective positioning and core brand values to establish the new brand’s proposition. This formed an intrinsic part of the new identity blueprint and coupled with a clearly defined ambition and vision for the brand, provided the creative springboard for a strategic new positioning for the Council.
The design direction we pursued was a strong departure from conventional brand routes other councils would have adopted in the past. Inspirational design style, photography and tone of voice all converged to create a dynamic brand message, both now and into the future!
ChallengeCavan County crest represented a big challenge! The heritage of the county needed to be recognised in the context of a new Council brand positioning.
The brand mark FUDGE created reflected the Council’s core values, an identity that echoed the natural grace and sweeping beauty of the Cavan’s drumlin’s and lakes; embracing the Council’s passion for culture, family and diversity of community; their beliefs in collaborative business networks, invested in empowerment through connection. A unique brand that captured the essence of all this and more…
Proud of their heritage whilst flowing with progressive values, evoking inclusiveness, leadership and vision. Cavan County Council’s inspirational Brand Mark is a flowing ‘signature’ that visualises their pledge to Cavan’s citizens. Relative to the branding of other county’s in Ireland, the Council’s new bold and vibrant image is a radical departure from the typical approach of relying on a county’s historical crest. Cavan are innovators, leading the way to redefine the perception of a County Council in the hearts and minds of their citizens and beyond!
The Council’s progressive brand programme was launched in May 2018 and currently in the process of a successful implementation and roll-out. The shift from conservative to progressive perception of Cavan County Council has already been met with overwhelmingly positive feedback from initial PR and engagements, already noting an early uptake in business investment in Cavan as a consequence of the Council’s repositioning.
Directly attributable to the Council’s inspirational branding, internal staff and management are more empowered and motivated, resulting in increased productivity. Multiple new projects and initiatives have also been given the go ahead on the back of renewed belief in the organisation’s vision and aspirations. The new brand is inspiring everyone, both within the Council and externally generating excitement for the citizens of Cavan.
FUDGE Creative are delighted to say that as an outcome of this highly successful brand programme our relationship with the Council has gone from strength to strength, having continued to partner with them in the ongoing development of a full spectrum of coherent on-brand collateral.