New work: Campaign to celebrate Hertfordshire LEP’s decade of delivery
Anniversaries are important, no matter how many years are involved. And the same applies to a brand anniversary. Hertfordshire Local Enterprise Partnership (LEP) is celebrating its tenth anniversary in 2021 and I’m delighted to have worked with them to mark this key milestone.
An anniversary calls for celebration. Internally, it’s an opportunity to reflect on an organisation’s journey, celebrate its achievements and plan for the future. Externally, a brand anniversary is equally important, as Head of Communications Lucy Gravatt says, “Now, more than ever, it is important to demonstrate our impact over the past 10 years and how we can continue to evolve in the future.”
Since its formation in April 2011, Hertfordshire LEP has grown in size and stature and now sits as the head of a family of proposition-led brands delivering at scale, with enhanced governance and delivery mechanisms. The organisation is proud of what it has achieved so far and is ambitious for the future.
Campaign design brief
Hot on the heels of a brand refresh, Hertfordshire LEP is looking to celebrate its impact with an anniversary campaign. The aim is to roll out a package of online and digital content during its anniversary year, ultimately instilling brand confidence amidst these challenging post Covid-19 times. The campaign will be signposted by a simple numerical graphic – which is where Beehive Green came in. The design brief was to create campaign visuals that complement Hertfordshire LEP’s brand identity and promote its brand values. The graphic needed to be adaptive to work on a small scale through to large scale application.
As well as the primary 10 year graphic, Beehive Green was commissioned to create an anniversary logo lock-up, a suite of online banners and templates for social media graphics, working in partnership with the in-house communications team.
The anniversary graphic design
A good milestone logo is one that can be fully versatile. I designed the numerical graphic carefully to enable it to be part of a logo lock-up and work in harmony with Hertfordshire LEP’s logo, as well as work independently as a standalone graphic element. It can easily be used across a variety of communications.
The graphic has a simple and contemporary feel, as fitting for a forward-thinking brand. Two interlocking zero’s create the 0 character to represent connection, partnership and collaboration – all core values of the brand. The design features a keyline detail to differentiate it from the solid colours of the primary LEP logo, while creating continuity with the organisation’s overall brand identity, where keyline detail is used for the brand arrow device. Although it complements the branding, the 10 graphic stands out in its own right to get the milestone campaign noticed.
“This is perfect. It has both versatility and delivers real impact. I’m really proud of what we have achieved together!”
Lucy Gravatt, Head of Communications, Hertfordshire LEP
Campaign design application
The 10 graphic highlights the milestone as a bold banner on the new website and other places online, like social media banners, while the 10 year logo lockup is used primarily on email signatures and documentation.
This is a campaign that reminds us how far Hertfordshire LEP has come – and how it hopes to continue making an impact for Hertfordshire for many years to come!
Do you need smart thinking, powerful design for your campaign?
I’m always keen to meet new clients and to hear about your branding challenges. If you have a campaign or event you’d like to chat about, I’d love to hear from you. If you’d like to understand my process better, please get in touch!
