Groundwork is a National Federation of charities helping people and organisations make changes in order to create better neighbourhoods, to build skills and job prospects, and to live and work in a greener way.

Operating across England, Wales and Northern Ireland, the Groundwork group had a logo but no brand unity throughout the regions, having never been through a brand planning exercise.

Engaging Creative Jar after a four-way pitch, Groundwork wanted a national identity creating to enable cohesive communication of message.

Our team of creative specialists held workshops with Groundwork key stakeholders to get a feel for what the organisation stood for, their mission and to gain an insight into their projects at local and national level.

Groundwork’s historical logo would remain, but Creative Jar needed to produce visual guidelines on how Groundwork should present itself regionally and across broader marketing channels.

Establishing visual guidelines involved creating a set of communication tools that could be used within collateral for print, along with online digital.

Creative Jar evolved the complimentary colour palette and identified a suite of photographic imagery that clearly promoted the Groundwork ethos and message.

A fresh illustrative style was also created to marry the elements into a fresh new look and feel.

Working closely with the Groundwork design committee, the tools were evolved to guarantee buy-in from the regions.