Wellcome Collection
Brand guidelines + templates for the venue hire team
The venue hire team at Wellcome Collection were lacking a coherent and consistent look and feel. As a result, they were struggling to interpret their parent company’s brand guidelines and didn’t look professional. They needed support with brand guidelines the whole team could follow quickly and easily without the need to hire an in-house design team.
WORK CARRIED OUT
Brand workshop
Brand refresh
Brand guidelines
Printed materials
Social media templates
The brief
The challenge for the Venue Hire team was that they had very different needs to the rest of the organisation. So Wellcome Collection’s overarching brand guidelines didn’t necessarily work for them. They needed help translating them into something practical and tangible for selling venue hire spaces, which could be easily implemented day-to-day.
Strategy
We took a multi-stage approach to the branding process. We kicked off with a brand workshop for the team, covering who the target market was, what the look and feel of the brand should be, and essentially ensuring everyone was on the same page. We then produced tailored brand guidelines, showing exactly how these things could be applied holistically and across different channels, before rolling out templates that could be used in-house across social media and other platforms.
Results
The team now have a professional suite of internal and external documents, and everyone is clear on how to present the brand.
What’s more, easy-to-use templates for social media and newsletters mean that all marketing comms can be handled in-house, while maintaining consistent and professional brand identity across all platforms. The team now feel empowered and confident that everything they produce is doing the business proud.
az.design took the hassle out of creating assets for our business. Angela constantly exceeded my expectations with how she approached it – the branding workshop alone was a game-changer. She worked quickly, was always responsive, and juggled different views from within the team.
We now have materials that reflect the status of our business, and a shared understanding of our target audience and how best to reach them. I highly recommend her.
– Lisa Woodward, head of commercial development at The Wellcome Collection
Design deliverables
Branding
The team needed a better understanding of how their ideal client saw their brand. They also wanted to push the museum as a wedding venue, in addition to the events, conference and business space it was currently being marketed as. So we started the process with a team workshop, guiding them through ideal client avatars, and how these could be more successfully targeted through a consistent, professional brand identity.
After taking on board collaborative feedback from the team workshop, we then created a deck of brand guidelines, covering typography, graphics, colours and consumer psychology that could be referred to internally and interpreted across all marketing channels.
Social media templates
az.design created easy-to-use templates in Canva for social media graphics, as well as a food menu and delegate pack. This gave the team plug-and-play templates, ready to drop content into whenever needed for consistent visuals.
Printed + digital materials
Finally, we updated the venue hire brochure and food brochure, bringing it inline with the new branding and high-standard they wanted to achieve moving forwards. All documents were created to be fully accessible PDFs inline with Wellcome’s accessibility policies.
