Defra was merging three of their government bodies – Central Science Laboratory, The Plant Health & Seeds Inspectorate and Plant Variety & Seeds to form a new commercially viable executive agency and therefore needed a new name and brand to reflect this.

A bespoke branding methodology starting with a brand audit and c-suite workshops, led to insights to enable the creation of the brand strategy, name, logo and full brand identity with guidelines. 

THE BRAND STRATEGY

Following naming workshops, group brainstorms and online stakeholder competitions to collectively create a name, one was chosen, and it was key to the overall direction of the brand strategy, language and visual identity. 

THE BRAND ELEMENTS

The identity embodies the new agency’s purpose, values and culture, while at the same time linking to it’s parent brand, defra through the colourways and font styling. 

THE RESULTS

Following a brand implemented across digital and print channels a success launched campaign introducing the new merger to all stakeholders.