Brief

Resilient and responsible procurement

Procurement plays a pivotal role in positively impacting the economic, social, environmental and cultural well-being of a local community. Socially responsible procurement of buildings, highways and professional services secures a resilient and sustainable future for local people.

Cardiff Council’s procurement service sought to introduce an overarching brand identity to align its procurement partnerships and frameworks in the areas of South-East and Mid Wales.

When asked, we were delighted to collaborate with our friends at Evermore Group, and work with the procurement team to realise this ambition.

Solution

We began by holding our renowned Brand Blueprint workshop.

Cardiff Council’s procurement leaders, together with stakeholders from across their 5 local authority partners, and their customers, all participated.

Outputs from the Blueprint included a naming strategy, where Ardal emerged as the name that encapsulated not only the local language, but also the sense of belonging, positive investment in local people, the local community, for the benefit of current and future generations.

Our designers developed a distinct brand identity, that could work in tandem with some existing brands for a number of frameworks managed by the procurement team. We designed and built a vivid web presence, all of which was bilingual, with Welsh and English represented equally.

The new visual identity was strengthened with the development and application of graphic systems.

Our designers went on to apply the brand visual identity to promotional merchandise, social media templates and both digital and traditional marketing materials, including brochures and reports.