Branding Wales’ development bank
The Development Bank of Wales provides finance for businesses that stand to contribute financially, socially, ethically and environmentally to Wales. It’s an organisation that makes a real difference; helping Welsh businesses start up, grow and fly.
Following a competitive tender, we were tasked with undertaking a strategic review of the Development Bank brand, with a view to creating a new and more purposeful proposition and visual identity. We began with an immersion phase, where we carried out research and delivered internal workshops to gain an insight into the culture and values at the heart of the brand.
Sector
Banking
Public services
Services
Purpose definition
Values & behaviours
Brand positioning
Brand identity design
Digital & print resources
Animation
Brand narrative
Editing & proofing
Voice guidelines
Team brand training
Competencies alignment
This insight enabled us to redefine the brand proposition and positioning, including the development of new values and the introduction of a purpose statement to provide clear direction for colleagues. This was supported with a set of behaviours, ensuring everyone in the organisation understands their role in bringing the values to life.
Old logo
New logo
“Anna and Becky at Marsden_Mee took the time to get to know our business and culture which ultimately made sure that our new brand strategy is aligned to the way we work and our priorities.”
— Bev Downes, Marketing & Communications Director, Development Bank of Wales
The visual identity itself took a new direction from the existing brand style, and we designed it to better reflect the brand values, and in particular to convey more energy and warmth. The line graphics we introduced are optimistic in their upward movement, representing the entrepreneurial energy of businesses at different stages of growth.
Derived from the letter form of the logo, the lines form interesting abstract shapes and a distinctive backdrop for brand communications.
The colour palette is vibrant and warm, complemented by bold photography, again cropped to match the same abstract letter forms.
We evolved the typography style too, with new contemporary fonts helping to bring approachability to communications, and a new voice style bringing warmth to messaging.
A full set of design guidelines came next. Then extensive bilingual voice guidelines, which set out the voice style, key messaging and brand narratives for different target audiences. And a series of bilingual corporate reports followed.
“Marsden_Mee didn’t just refresh the visual identity, they worked with us to ensure our purpose and values are truly embedded internally by developing resources and training to bring the brand to life for everyone in the organisation.”
— Beverley Downes, Marketing & Communications Director, Development Bank of Wales
To properly embed the values within the organisation, we also developed a set of behaviours and redefined the competencies that underpin recruitment, performance management and recognition, making sure that everything is values-led. We are in the process of delivering training across all teams, as well as creating additional resources to help everyone understand and connect with the new purpose and values.