How many organizations have spent valuable time and energy on developing brand values which are left to gather dust unread or that just don't connect with the people who need to make them happen?

RNID came to us with a set of brand values and a core idea which were really rather good. But they needed a way of communicating them, and of using them to make a real difference to their people, their members and to the UK's deaf and hard of hearing people.

We started with developing a tone of voice that simply, showed how the brand values shine through in each piece of communication. We used real 'before and after' examples to make it a practical - rather than theoretical - guide.

Visually, we used their core idea 'Changing the world for deaf and hard of hearing people' as our brief to redesign communications aimed at supporters and campaigners, the general public, government and healthcare professionals. What a difference we were able to make. We used engaging, positive photography and a vibrant colour palette, and refreshed the typographic approach, but still made sure it was accessible. We allowed each piece to speak at its own level, but be consistent where needed.

Some really successful workshops with RNID staff have gone a long way to getting people to understand how the brand can be used to make a positive difference to the way they work, whatever their role.

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