NPIA brand architecture

Rethinking the brand architecture of the National Policing Improvement Agency (NPIA) from a user perspective.

We conducted a wide ranging audit of how the National Policing Improvement Agency (NPIA) brand is used, perceived and organised. Our streamlining of the visual identity, brand architecture and language is now being widely adopted across the organisation. Our work involves helping to simplify the brand, cut waste and duplication and improve brand perception with key stakeholders.

Introduction

The NPIA was founded in 2007 with the mission of delivering new ideas and methods to 43 Police Authorities and co-ordinating with its key partners, ACPO, APA and the Home Office.

We were asked to help the organisation identify their target audiences and to ensure that the right messages are delivered to, and understood by, those people. A key part of the brief was to identify efficiency gains in the way the brand is implemented by the internal communications team.

Objectives

  • Identify and resolve problems/issues with brand identity
  • Develop a clear brand architecture
  • Identify duplication and efficiency gains
  • Communicate the services and benefits of the NPIA
  • Open communication channels between the 43 police authorities

Strategy

Through extensive user research with key stakeholders we wanted to understand the issues and gather knowledge to inform a new brand architecture. We also went back to the stakeholder group to test the usability and aptness of our solutions.

Insight

We carried out a complete audit of the brand, recording and analysing all communication touch points. Where we found overlapping areas and inconsistency in the application of the identity we were able to suggest cost-effective changes that could be managed by the NPIA communications team.

Solution

We developed a suite of core colours and imagery to be used on NPIA communications across all media. To support these assets, we developed a range of secondary colours that could be used for specific areas of communication or specific targets of communication. We produced a series of templates to act as guidelines for all NPIA print collateral.

Results

Feedback was positive with key customers and stakeholders suggesting that the new brand architecture was clear, consistent and fitted with the ideology of the NPIA. The simplified architecture has also delivered cost savings by eliminating duplication and waste.

NPIA

We conducted a wide ranging audit of how the National Policing Improvement Agency (NPIA) brand is used, perceived and organised. Our streamlining of the visual identity, brand architecture and language is now being widely adopted across the organisation. Our work involves helping to simplify the brand, cut waste and duplication and improve brand perception with key stakeholders.

Introduction

The NPIA was founded in 2007 with the mission of delivering new ideas and methods to 43 Police Authorities and co-ordinating with its key partners, ACPO, APA and the Home Office.

We were asked to help the organisation identify their target audiences and to ensure that the right messages are delivered to, and understood by, those people. A key part of the brief was to identify efficiency gains in the way the brand is implemented by the internal communications team.

Objectives

  • Identify and resolve problems/issues with brand identity
  • Develop a clear brand architecture
  • Identify duplication and efficiency gains
  • Communicate the services and benefits of the NPIA
  • Open communication channels between the 43 police authorities

Strategy

Through extensive user research with key stakeholders we wanted to understand the issues and gather knowledge to inform a new brand architecture. We also went back to the stakeholder group to test the usability and aptness of our solutions.

Insight

We carried out a complete audit of the brand, recording and analysing all communication touch points. Where we found overlapping areas and inconsistency in the application of the identity we were able to suggest cost-effective changes that could be managed by the NPIA communications team.

Solution

We developed a suite of core colours and imagery to be used on NPIA communications across all media. To support these assets, we developed a range of secondary colours that could be used for specific areas of communication or specific targets of communication. We produced a series of templates to act as guidelines for all NPIA print collateral.

Results

Feedback was positive with key customers and stakeholders suggesting that the new brand architecture was clear, consistent and fitted with the ideology of the NPIA. The simplified architecture has also delivered cost savings by eliminating duplication and waste.

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