Monmouthshire County Council

We were selected through a public tender process to develop a brand strategy and brand identity for MonLife, a service group managed by Monmouthshire County Council to deliver leisure, youth and outdoor education, green infrastructure and countryside access, play, learning, destination management, arts, museums and attractions.

Underpinning the project was the objective to align well-being plans with a dynamic commercial focus to delivering great experiences and services.

We kicked off the project with a comprehensive brand workshop to give us a thorough understanding of the organisation and their personality, values, competitive context and objectives. This was integrated with a brand audit, desk research and creative analysis to develop the Brand Strategy.

We created the parent logo and strapline then developed names and sub-brand identities for the operational areas and a brand architecture to help with understanding and perception of the new brand in the local community.

A suite of templates for all of the principle pieces of collateral has been created and made available via a cloud server so the stakeholders can produce their own collateral in a consistent style and tone.

Next we worked with the Council’s web team to produce their web site; we designed it, they built it and can edit and update it easily with no compromise to the design integrity.

The brand launched in January 2020 with events across all service areas with everything from mini tennis through to World War II Handling sessions, local food and drink sampling and lighting up Caldicot Castle to show that with all of these services under one umbrella it positions Monmouthshire as a great place to live, work, play and visit.