Brands News...

The Foundation Trust Governors' Association has launched its new identity with a suite of new publications including an annual review, strategy document and essential briefing. These are the first of the new marketing materials to use the new image, which was created at the end of 2009. We were briefed to build an identity that would help the organisation to strengthen its profile and build on the heritage of the previous look.

Westminster Children's Society has launched its new brand identity at its annual staff conference, featuring its new name, London Early Years Foundation. This Way Up has worked with the charity through the process of brand research, analysis, naming and proposition development. The new name and visual identity reflects the charities values and new brand personality.

Feedback from staff has been extremely positive; "...the new logo is amazing...it's new, fresh and exciting...bold and child-friendly...makes us more recognised". You can hear about these, and more by watching a short video clip here vimeo.com/6432484

The Foundation Trust Governors' Association has appointed This Way Up to help develop its brand and communications. The FTGA is a membership organisation that provides a range of services and information for Foundation Trust Governors.

Our challenge is to build a distinct identity for the FTGA that will recognise the heritage of its past and help to position it for maximum growth in the future. The initial stages of the project will be launching in the autumn.

This Way Up have been working with Central West London Community Services, a joint alliance of three London NHS health providers, to create a new identity. The new look reflects the alliance which was formed to provide better health services for local people. The identity will roll out later this year.

Princess Alice Hospice has launched its new identity following work by This Way Up. The project included a review of the brand messaging and proposition and followed a consultation process with a wide range of stakeholders. The new identity features a new interpretation of the dove symbol that the was already established (and liked) by many. Work continues on a series of templates and resources and the wider roll out of the new look.

Help the Hospices, the membership organisation for the hospice movement, has today unveiled a new identity with work by This Way Up. The new identity follows an internal review of the organisation and the introduction of new brand values. We worked closely with the charity to bring these to life through the visual identity, which now includes three different 'tones' that relate to each of the organisation's audience needs.

Read more about our work on this project in our brands section.

Home-Start UK have today unveiled the charities new identity at their volunteer convention. This Way Up have worked with the organisation on the project since the end of 2006 which began with a programme of consultation with schemes, families, volunteers, funders and trustees. This included face to face and telephone interviews and online surveys with over 300 schemes in the UK. Their views have helped to shape the final identity, which features a new strapline, logo and graphic style.

People told us that they wanted an image that was warm and friendly. It also needed to be easy to apply as each scheme will be responsible for implementing the new image at a local level. The new logo and strapline reflect Home-Start's core values and the themes of 'friendship, support and families'. These values are also carried into the visual identity which will use a combination of bright, warm colours and friendly typefaces. A studio photoshoot of families has helped to build a strong library of themed images which will feature on the initial roll out of Home-Start UK materials later this year.

This Way Up also developed an audio visual presentation for the convention which was delivered by Head of Fundraising and Marketing, Vivien Waterfield. Feedback on the identity has been extremely positive, including spontaneous applause by over 300 volunteers at the launch! Other comments include "fresh, modern and exciting". A brand leaflet introducing the new image and a series of teaser posters carrying the message 'It's time for change" were created for the launch. Work continues on brand guidelines, templates and resources which will help Home-Start deliver a consistent image across each of the individual schemes.

This Way Up has designed and produced the identity & promotional materials for the Royal Commonwealth Society. The Society, including the Commonwealth Club, a private members club has recently undergone a £4m building project including a new reception area, members' lounge and auditorium. The Society's Patron, HM the Queen, is opening the state-of-the-art extension on Friday 30 June.

The new Society and Club logos feature coloured ribbons forming a globe to communicate Commonwealth and diversity. The ribbons were part of the previous identity, although these were not part of the logo. The RCS mongram has been completely re-drawn and new typography introduced throughout the identity.

A new series of marketing materials is planned, including brochures and a website. For the launch, a new membership brochure has been produced featuring strong imagery of the venue.

This Way Up's Managing Partner Steve Harvey said: "The Society and Club are both very progressive and the new identity reflects this. We wanted to create an identity and series of materials that felt prestigious and modern, yet accessible. The new membership brochure uses a combination of clean design, excellent imagery and a metallic silver for a quality feel."