Independent Life
Project: Brand Development
Intially working with the planning department, my brief was given to create a brand refresh to Independent Life. This would be centred around the idea of establishing Independent Life at the centre of local communites. Not just as an external commentator as it was currently seen, but as a facilitator for bringing together the previously isolated independents to acheive more exposure as a united front.
Disciplines
Concepting
Branding
Design
Guidelines
Year
2020
Agency
Propaganda
At the heart of vibrant places
The Northstar symbolises connectivity
It reflects how Independent Life seamlessly connects all the audiences involved in creating thriving cities and towns.
Independent Life is rooted at the centre, and is represented with an ‘i’.
It is intended to become an iconic symbol of the spirit of independence; to be proudly displayed by local businesses and charities.
It will also serve as an expression of the insight, fresh thinking and energy that Independent Life is known for.
Key visuals
Placing the NorthStar at the heart of various scenes, the key visuals articulate the proposition of Independent Life being at the heart of vibrant places, from city centre events or rural escapes, they all provide a destination to experience.
Brand Guidelines
Social Media
Independent Lifes main contact with its auidence is through social media channels so it is important that brand works in that space. Suggestions were made on various features or campaigns they could use to build up regular engaging content, such as profiling and making heros of local independent traders that make the community such a vibrant place.
This resulted in a few suggestions which could be activated by the brand to raise their profile within the local communities.
Once the brand had been established this idea could be used in more abstract ways to integrate the icon into scenes and scenarios relevant to the local independents.
Promotional devices were considered for how the brand icon could be made to integrate with specific services or products.
