Define what audiences should recognise over time
Festivals and community cultural organisations contribute to Edinburgh's cultural setting. For your organisation, a brand proposition needs to express the purpose that continues as activities change. We explore the actual offer, values and audience relationships, developing an identity that remains meaningful beyond the visual treatment of one event or seasonal campaign.
Connect programme identities without making them identical
Different activities may need their own character while belonging to one organisation. We consider naming, visual relationships and tone that make this connection understandable. The hierarchy should give editors a useful basis for new materials, preserving the subject of an individual activity rather than forcing every programme into an indistinguishable promotional format.
Develop guidance for the materials people actually use
Programme introductions, collaboration presentations and participation messages can place different demands on the identity. We agree representative applications and show how the proposition works in them. Practical guidance helps staff maintain coherence as content changes. Share the materials where the organisation currently disappears behind an activity name or where audience messages suggest conflicting purposes.
Discuss branding in the City of Edinburgh, Scotland
Related support: Website design, SEO, Digital strategy.