Black South West Network

Brand Identity Design

The Problem

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Black Southwest Network, a BAME-led organisation delivering race

equality work in the South West region, approached me in need of

a complete visual re-brand in order to support their professional

reputation, appeal to their target audiences of Academic Institutions,

Think-Tanks and Stake Holders as well as the local BAME communities,

and to form a cohesive visual identity that the team could easily

utilise in-house across all brand touch-points moving forward.

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BSWN felt that their old branding lacked a clear visual identity, that their colour palette of black and red didn't appeal to their audiences and the team relied on their logo, which wasn’t designed taking into consideration the brand, positioning, target audiences or its uses, to provide them with some in-house creative direction when working on marketing materials.

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BSWN expressed that they wanted to appear professional but not too corporate in order to appeal to both the public sector and local community, and they had a desired colour palette in mind, which I slightly amended, consisting of Mustard for it's warmth paired with Navy Blue as it's commonly used among corporate institutions.

The Solution

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With an understanding of what wasn’t working for BSWN

in terms of their visual brand identity and what their needs were through a consultation and further research, we created a clean and professional visual identity, stemming from their new logo design, formed around the concept of using circles which are associated with feelings of warmth, community, connection and trust. The formation of the circles was inspired by the shape of the route between the 4 cities that BSWN covers - Bristol, Bath, Gloucester and Plymouth and the use of 3 circles represent the areas which BSWN cater to; The Cities, The Public Sector and The BAME Communities.

Deliverables:

Brand Identity Design