Product category:
Integrated marketing
News Release from: Truth
Edited by the Marketingservicestalk Editorial
Team on 01 November 2007
Truth appointed by WISE to overhaul
identity
Independent charity, WISE (Women into Science, Engineering and Construction) has appointed integrated agency Truth to manage an extensive rebranding project.
The WISE campaign collaborates with a range of partners to encourage UK girls of school age to value and pursue science, technology, engineering and mathematics courses in school or college, and move on into related careers The organisation's patron is Her Royal Highness, The Princess Royal
The campaign has contributed to the doubling of the percentage of UK female engineering graduates from 7 per cent in 1984 to 15 per cent today.
Truth was appointed via a competitive pitch to create a new brand identity for WISE including logo, colour palette and brand guidelines (all of which had not been updated since the early 1980s).
WISE Director Terry Marsh said: "We included young women in our decision making process, and they encouraged us to appoint Truth because the pitch was contemporary and inspiring.
"The agency understood the challenges facing the Campaign in 2007 and the years ahead.
"We felt their design ideas were absolutely right to take us forward".
Mike Berry, Truth's Managing Director, said: "This is a really worthwhile cause to work on - our task was to bring the WISE identity into this century.
"We wanted the new look to be simple, retaining some resonance with the original logo whilst appealing strongly to the WISE target market.
"We searched for a commonality between science, engineering, technology and construction and arrived at circles.
"We designed three circles that sit within each other.
"Because they are at an angle, they create a dynamic shape, one that is indicative of movement - this movement gives the viewer the information they need to see the "wheels within wheels".
"To communicate the concept of inspiration we then put three growing white circles within this.
"They (intentionally) cut through the circles - this not only creates a visual tension (drawing the eye to our logo) but helps suggest the idea of a growing thought bubble".
The new branding is being incorporated into all of WISE's stationery and its website over the coming weeks and into all its marketing communications from November 2008.
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