Thriving local branding development agency Echo Graphics has recently completed a six-month project to give one of Newton Aycliffe’s most prominent training providers a slick new image.
The growing agency, which has been based at its HUB office for 18 months, has finished a detailed and thorough rebranding project to develop ITEC’s corporate identity in line with the company’s ethos and offering.
Echo’s creative director, Johnny Woods (pictured), and his four-man team all worked on the brief which has resulted in an eye-catching new look.
The strategy behind the re-brand centres around communicating to ITEC’s two distinct audiences: organisations who want to enhance their resources, and young people looking for employment.
The branding has two core corporate colour-ways from a strong and modern colour palette, implemented to assist in the communication with the two diverse target audiences.
The shade of turquoise represents ITEC’s young market, whilst the striking purple relates to enterprises.
For those who think a logo is just a logo, try saying that to brand fanatic Johnny…
Speaking in our January-February issue of Aycliffe Today Business, he said: “It’s all about brand identity and how your brand communicates with its market.
“As an apprenticeship and training organisation, ITEC’s image is essential to their growth and ability to connect and resonate with young people whilst simultaneously communicating the level of professionalism of the organisation to businesses and uniting the two.
“ITEC works with young people to get them into jobs, as well as to develop apprenticeship opportunities with businesses, and their brand needed to reflect that.”
ITEC approached Echo Graphics in June last year to start a brand overhaul, as their existing brand identity was over 10 years old and detached from what it actually did, as the logo was from their previous incarnation as an IT training company.
Johnny adds: “ITEC needed a brand to creatively communicate with its target audiences in a clear and effective way.
“To begin our process, we held scoping sessions and handed out employee questionnaires, so they could have their input on the branding redevelopment.
“For us, we feel it’s important that all members of staff are in tune with their company’s brand, ethos and message as well as the fact that they ‘like’ it. They need to identify and adopt the company ethos via the branding. If they don’t, it almost defeats the whole object.”
Following a large amount of creative sessions, Echo Graphics came up with a logo and the strapline “Blending youth with enterprise”.
Their pitch was selected by ITEC over two rival firms. The branding process began and is now being continued through the roll out – the new branding out is currently in operation across signage, folders, social media, stationery and a new-look website.
“We presented our final designs to all of ITEC’s staff during a presentation at the Hall Garth Hotel, and they went down extremely well,” says Johnny.
“We have received ecstatic feedback from the organisation so far, who feel the branding has lifted the company to a new level in its capabilities.”
ITEC had been unhappy with the quality of their website for some time and had spent a considerable amount of time determining the best forward.
After some careful consideration the decision was made to produce a new website plus go one step further and take it as an opportunity to rebrand the business.
After discussing the requirements with three independent specialists, ITEC chose Echo Graphics to produce the new branding along with the new website.
ITEC managing director Chris Ford said: “Echo Graphics have been an absolute pleasure to work with, superseding my expectations every step of the way.
“Johnny and his team have done a remarkable job in changing the whole perception of ITEC and the feedback has been incredible.
“The results have been evident from day one and a long-term relationship has been developed to continue to drive the business forward, working as a true creative partner supporting ITEC with all their ongoing marketing activities.”
Find out more about Echo Graphics at www.echographics.co.uk
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