The Drum Recommends: Commended - Together Design Create a next generation research institute for THIS Institute
The Drum Recommends: Commended is highlighting Together Design who developed a strategic platform name and visual identity for THIS Institute.
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Creating a next generation research institute focused on transparency, engagement, building partnerships and facilitating change.
Overview:
THIS is a research institute developed in partnership with The Health Foundation and the University of Cambridge. It’s primary goal is to strengthen the evidence base for improving healthcare by boosting research activity, increasing research capability, and creating a new generation of experts in the study of improvement.
Developing the strategic platform, name and visual identity for THIS Institute
THIS institute was made possible through a partnership between The Health Foundation and the University of Cambridge. Including the institute’s newly appointed management team, we had three individual stakeholder groups to engage, understand and satisfy. Not to mention the varied and complex external stakeholder groups.
Our project started with a deep dive into all three of our core internal stakeholder organisations to understand the expertise, brand equity and values they each were bringing to the project and what unique ambitions they each had for the institute. Finding areas of conflict to address and areas of commonality to celebrate was our first course of action.
Our discovery stage included 25 qualitative interviews with internal and external stakeholders which helped to frame the opportunity for the institute. They identified supporters and champions and highlighted weak spots that we would need to address through our strategy.
Using stimulus we prepared following our competitor and benchmark reviews, we also facilitated a number of workshop sessions to explore and define the most relevant positioning and proposition for the new brand.
With our agreed positioning, and clarity around the core pillars that would support the brand, we set about defining the naming and creative briefs and moved into development phases.
What we delivered:
Brand strategy (strategic positioning, proposition, values)
Naming
Tone of voice
Messaging and copywriting
Brand architecture
Visual identity
Website
Corporate communications
Marketing communications
How we gained insight:
25 qualitative stakeholder interviews
Facilitated workshops with the internal project team and partners
Competitor review
Identified benchmarks and best practice
To find out more on Together Design agency visit their Drum Recommends profile.