Create space, inspire change
After a national pitch process, Sail were selected as the agency to lead brand and creative for Step Forward Tees Valley, a programme by HumanKind.
Step Forward Tees Valley (SFTV) provide support for those that have multiple barriers to being economically inactive. The programme is delivered with Mental Health Concern, Changing Lives and Groundwork. Sail are working with SFTV over the next 2 years as branding partner.
What we did: Creative workshops, audience insight, positioning, brand strategy, tone of voice, messaging, brand identity, web design, campaigns and touchpoints.
It was clear from research, stakeholder workshops and community conversations that seeing people as individuals on their own journey was part of SFTV’s approach. Their approach to holistic support shone through and this inspired our brand concept. It was also apparent that relationships and partnerships are key, and we wanted to represent the connectivity SFTV provide through their joined up work. The brand had to be hopeful, motivating and inclusive.
The logo symbol was created to represent the ‘space’ SFTV provide for participants to explore their own barriers and the journey they want to take to overcome these. SFTV help participants navigate the road ahead for a better tomorrow. The brand represents the support SFTV provide at every part of each participants journey. We designed multiple icons and created a flexible system using a physical line to represent space, and to represent every journey being unique.
The brand has just been released, and we are excited to be part of SFTV’s journey.
Sail facilitated workshops to identify our values and purpose, followed by insights with participants, partners and stakeholders. They created a robust brand strategy which informed the visual identity. The flexible identity system perfectly supports our role within Tees Valley, the space we provide, and the holistic support we provide each participant at each stage of their journey with us.
Leanne Knight, Communications Manager