After many years, the City of Kingston’s internally focussed Corporate Environmental Program had become tired and in need of revival.
The council’s environmental section correctly identified that the program needed a new name and a visual identity if it was to be successful.
Council officers approached Mediation Communications for help.
Mediation proposed a brand development strategy which revolved around stakeholder participation and ownership. The program was never going to succeed without “buy in” by council staff and, in particular, senior management.
The focus of the strategy was a branding workshop with the council’s CEO and senior management team.
An online staff survey was conducted to provide input to the workshop.
Foster Ellis McVeigh (http://www.efmcv.com.au) brand strategist Grant Foster was contracted to run the workshop and develop a brand blueprint.
From these directions, the new program name “Our Place” emerged and a new visual identity followed.
The “Our Place” brand is a visual representation of the council’s environmental values and ambitions. The major proposition from the branding workshop was:
“We take our environmental responsibilities seriously. While others talk, we have acted and we’ve started where it counts – in our own back yard.”
The visual identity encompasses the essence and personality traits determined by the workshop:
- Positive; and
The Kingston Corporate Environment Program has been renewed and reinvigorated. It has a new sense of focus and, most importantly, a strong brand through which it will build its reputation and influence.
The branding process was the key to this outcome. Mediation could have developed a logo and a name for the program at the beginning.
But brand building requires input and ownership by all the major stakeholders. Without the process, the new program would most likely be no more successful that its predecessor.