Next generation branding
- Client:BIMA & TRC
- Project:Inspiring Digital Leaders
To develop young digital talent in Scotland, BIMA (Britain’s digital community) and TRC (digital training experts) were launching a new internship programme. The aim was to attract graduates away from mainstream corporations and into Scottish creative agencies, so we formed a brand strategy based on creative individualism. From there, we developed the name, designed the visual identity, crafted the copy, and produced all launch materials – resulting in a highly successful first cohort.
Curbing the talent drain
Inspiring Digital Leaders is a completely new kind of graduate programme, born out of a concern that digital talent in Scotland is going to mainstream organisations like banks, rather than into creative agencies. As unknowns competing against colossal and well-established corporations, success relied on convincing potential applicants that this new programme was the best career path for them.
It was really important that our branding made an impact and marketed us as something unique. Front Page nailed the brief and created a brand that we were proud to put out into the world. They’re also a joy to work with!
An ambitious approach
We started with a brand workshop, from which we established solid foundations – mission, values, personality, voice, and tone. We also developed the aspirational programme name, with a neat double meaning, and an overall strategy designed to appeal to our audience’s sense of creative individualism.
Visually, we went bold. As a potentially career-changing move for applicants, we tapped into to their drive to succeed, and used decision-making as a visual mechanism to show Inspiring Digital Leaders as the best route. We created the logo, visual identity, colour palette, landing page, programme, promotional animations, and copy throughout.
We have lift off
With only five places available in the first year, application was competitive. The successful interns have just completed the programme, and Inspiring Digital Leaders is being expanded for next year.
Front Page led a dynamic and in-depth discovery session to create our brand principles and identity... The result was a brand that captured the identity, ambition and ethos of the programme. We were blown away by the experience and the final outcome.