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National Blood Service
When the National Blood Service came to us they were hampered by an inconsistent brand look and the fact that many people simply didn’t understand who they are or what they offer as an employer. To solve the problem, we embarked on a complete employer rebranding exercise.
As well as talking to people outside the organisation about their preconceptions of the NBS, we also held 16 separate focus groups with its own employees. From all this we constructed a brand paradigm, which lead to the proposition “We’re a lot more than you think we are”. Everything we did from then on followed from this.
The next stage was to produce a striking and consistent corporate look for all NBS recruitment communications material. Visually based around a blood drop shape, the style and copy tone we developed was carried right through from standard ads to a suite of creative advertisements, each reflecting the proposition and supporting pillars from the brand paradigm. In other words, every ad conveyed a message which we knew was important to our target audience.
As well as remaining faithful to the look we created, these ads also had to keep within strictly defined brand guidelines that the NBS had already laid down. For this reason all images used had to be photographs portraying ‘real life’ scenes. Once the look, tone and messages were agreed, it was easy to roll out any kind of communication the client required, safe in the knowledge that a consistent look was assured.
