Designed by Paul McCann and Kieran Duffy at CDG Brand
Empower is the local development company for Fingal. Empower is responsible for a range of Government funded programmes to meet the needs of individuals, families and community groups. To enable positive change by offering leadership, partnership and innovation to individuals and communities across Fingal. To respond to unemployment and social exclusion through relevant and appropriate programmes and services. To empower the voices and actions of marginalised people and groups by co-ordinating and delivering innovative social inclusion initiatives. To improve the quality of life of those we serve through brave advocacy and anti-poverty measures. To lead, facilitate and co-ordinate the anti-poverty and social inclusion strategy across Fingal.
We were given the task to design a new icon mark and corporate brand identity along with digital marketing collateral to roll out throughout the company. Our main challenge was to create a contemporary image and new NAME that would empathise with their core target audiences. The revitalised Brand Identity would fit with a new website that would be easy to use and visually pleasing while accommodating all the browsers needs. Brochure collateral and all other marketing would be changed appropriately.
We worked with BAP from Brand Strategy using our Innovideate process right through to finished artwork for brochures and all marketing collateral. Our approach was to align the brand with BAP now Empowers mission and values. Once we identified the core persona we quickly evaluated what the brand voice and message should be. Resonating these values and through our workshops, we found the eureka spot to discover the new brand name “Empower” then we aligned current core colours and geometrics to evoke the connection and work that Empower serve in their brand values. The new brand identity was formed and from there a set of brand guidelines were developed to align all sectors of the company and different regions more effectively. A new corporate website was required to reflect the new brand message and it would replace the large Portal website of www.bap.ie. With our team heading up the brand strategy, we ensured that the rollout was as smooth and effective so that the messages were not confused. The fulfilment of the whole brand management and roll out ended with the brand launch in Empower’s offices by the Taoiseach Leo Varadkar organised by the main stakeholders.