Branding - NACCC

We took the NACCC team through our brand discovery and strategy workshops to understand the service they provide and the hard work they do. We wanted to clearly define their ‘why’ message as this provides our designers a foundation to build from. We also needed to reflect on the storybooks we created for them, and their web build progress, to determine how we can unite these elements all together.

We designed two stylescapes to establish the right direction for the new brand. We needed to ensure that each direction present would fit alongside the storybooks nicely and could be applied to the new website. Interestingly, as we had already done work on the NACCC storybooks, there was an obvious direction in mind and Zoe and Mel’s stylescapes both ended up complimenting each other, so we were able to merge the best ideas from both seamlessly.

We produced a final stylescape based on the feedback we received from Elizabeth and Phil. This stylescape then informed the rest of the web build and paved the way for the brand development to come, establishing elements such as logo design, colour palette and typography rules.

We created the brand documents that can be easily picked up by anyone working at NACCC to create further work. This is a comprehensive document that provides detailed guidelines on numerous aspects of the brand, from logo usage, to tone of voice, to layout rules.

Alongside the brand guidelines we provided templates that NACCC can edit and implement for themselves, so that in-house designers and employees can carry the brand forward.

Matt

He / him; yellow. Creative jack-of-all-trades, Matt is "dangerously knowledgeable" in almost every facet of marketing. His favourite field is branding, and he loves developing inspiring, daring brand identities for organisations who are ready to do something different. But he's equally talented at front end web development and developing digital strategies. He's also the front man and guitarist in local parody heavy metal outfit Evil Scarecrow, plus a huge fan of music, eating in nice restaurants, and going on holiday.

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Chris

He / him. Chris is a co-founder of Rusty Monkey. Chris would like to think of himself as a branding philosopher but in reality it means that he can sit in his hammock and come up with great ideas around business and branding problems. He’s also a BBC-trained camera operator and has worked on many large scale TV events. A technophile. Loves the outdoors and will often head into the countryside with his wife, daughter and camera drone. Really interested in ethical thinking and business.

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Zoe

She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.

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Mel

She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”

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PROJECT

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THE CLIENT

NACCC (the National Association of Child Contact Centres) is a charity that works hard to provide a national network of contact centres for families going through divorce and separation. These safe spaces allow children to continue having a happy and healthy relationship with their family during these challenging times.

THE GOAL

NACCC always put the welfare and happiness of the children they help at the forefront of their work, but they felt that their brand wasn’t communicating this well. We needed to help them find a better way to communicate with their key audience, children, whilst reflecting the passion and commitment of everyone involved with NACCC.

THE SOLUTION

We'd already worked with NACCC on their storybooks and website, so we firstly wanted to update their brand to be in line with this new vision. NACCC's existing brand was constrained by a limited colour palette. There was no consistency across assets, no rules for typography or image style, and the logo was complicated and hard to remember. With so many assets being produced across the organisation, a set of brand rules was desperately needed.

THE TEAM

Our creative guild, led by our branding experts Mel and Zoe.

THEY SAID

"The brand is a total transformation. We know that people landing on our website or reading our storybooks are really getting the true picture of what NACCC is about. It’s about helping families and children."

-- Phil Coleman, NACCC

THE OUTCOME

A brand that speaks volumes. We created a new brand that's visually appealing to NACCC's target audience - children. The brand guidelines provide rules for all content-creators to design assets that are consistent and engaging.