When ESPO realised that their internal team required a visual platform to help them apply their branding, they came to us looking for a set of branded guidelines that would enable their marketing to be consistent. Their previous branding across their marketing channels lacked consistency, due to their simple style guide, and ESPO needed help improving this to ensure their brand is represented in the best light. We offered a much needed fresh perspective, as the team were too close to the brand to decide where improvements could be made. The procurement business also wanted to refresh their look in order to stand out in the buying sector, and remind customers of their 40 years experience as a specialist procurement partner.
With 120 frameworks and bespoke procurement solutions, the public sector owned company needed branding that encompassed the full breath of their services, and represented the key USPs of the business. We audited their brand to help us provide the insight that informed the direction of the project.
As experts in procurement, we created a strapline that resonated with their people, ‘The buying people’. Supported by a team of specialists, it was essential that the rebrand put the team centre stage. We carried out a lifestyle photoshoot with the ESPO team, providing them with a range of photography material that can be used across various marketing channels, including their recent marketing campaign. Other messaging included procurement ‘Done properly’ by ESPO, to reinforce and reassure their customers of their skills, reliability and experience.
After setting the tone with their procurement brand guidelines, we worked with ESPO to create a digital marketing campaign that focused on the brand’s key USPs. With a set of digital assets that centre around a search bar to emphasise ESPO’s wide variety of frameworks, this also highlighted how quick and easy it is for buyers to find the perfect public sector framework. The assets created allowed ESPO’s in-house team to deliver an effective marketing campaign, enabling them to apply consistent branding across all marketing materials.
Having refreshed the framework branding and provided the ESPO team with a set of branded guidelines to follow, they are able to consistently apply the branding throughout their marketing communications. The framework branding is modern, strong and represents everything the procurement brand stands for.
Following the new branding launch, the client wanted to update their ESPO catalogue in order to better appeal to their core target audience, schools from Early Years to Secondary. Beginning with a strategic audit, gathering insights from stakeholders and customers helped us ensure the catalogue aligned with ESPO’s educational focus. Our goal was to convey variety and choice, while modernising the look and feel of the brand in line with the wider brand refresh to ensure it was suitable for all platforms.
We worked with the client to plan and source models for the catalogue photoshoot, whilst also directing the shoot on the day. Providing a collection of images that the client could use as part of their catalogue promotions. This new modular design allowed flexibility in showcasing products and reduced paper wastage by streamlining content.
- Marketing Campaigns & Brand Manager, ESPO
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