“When embarking on the rebrand process, we committed to only working with people who shared our ambition and commitment to realising something really special. John, Gemma and the team at Silver Bullet not only matched our expectation but went on to exceed it with their endless enthusiasm and creativity. They totally understand what we are about, have fantastic insight into what will work and have developed a two way relationship with us that enables work on any project, big or small, to be quick and seamless. Working with an outside agency shouldn’t be this fun and easy, but it is with the Silver Bullet team."Matthew Boyle, Marketing Manager at Witherslack Group
Loading The Barrel:
Witherslack Group are the UK’s leading provider of specialist education and care for children and young people with social, emotional and mental health needs. Formed in 1972, the Group now run 14 schools, including three integrated provisions, 100% of which are judged ‘Good’ or ‘Outstanding’ by Ofsted and 16 children’s homes.
Market research in 2013, however, had indicated that the brand was perceived as old-fashioned and no longer reflective of the excellence of services the Group’s schools, therapy centres, homes and staff provide. Silver Bullet were appointed as branding consultants following a competitive presentation in 2014.
The Colour Mix:
The new Witherslack Group brand identity had to illustrate their ethos of high aspiration, be multi functional and have an ability to communicate to a varied audience ranging from stakeholders and board members to local authorities, staff, parents, carers and pupils. The refreshed colourful ‘W’ found in the logo illustrates a positive change and the learning curves that create the 'W' shape represent a child’s journey of continuous improvement and personal success when placed in the care of Witherslack Group.
The initial Group rebranding was followed by the design of some 11 individual schools and children’s homes logos and the creation of their individual items, ranging from corporate literature, stationery, signage, exhibition displays and school uniforms to name a few. The challenge was to ensure that the identities were unique to each provision but were also united with the main group brand identity.
Silver Bullet also developed a Recruitment campaign for the Group and individual establishments, designed to capture the imagination of potential new staff as the portfolio of schools and job opportunities within the group continues to grow across the UK.
The rebranding project proved to be a huge success in producing a stronger brand identity that encapsulates both the Group’s proud history and its future full of development and success. The new brand cemented Witherslack Group as the leading innovator and provider within its sector, fittingly representing the ethos and commitment it holds to each and every young person. However, beyond this the rebrand process also brought staff closer through the comprehensive consultation process and achieved a great sense of a shared belief in what Witherslack Group is and what it stands for.
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