Branding

Insights and creative observations

Fosse Healthcare: A journey of discovery — Branding case study

“Koobr took the time to understand our services, our needs, and the challenges we face as a business. The quality of the work produced has been outstanding and throughout the whole process, Koobr has communicated with us effectively. We look forward to continuing our partnership.” – Volt Sacco, Business Development Director, Fosse Healthcare Earlier this year we embarked on a journey with Fosse Healthcare to rediscover what made them one of the country’s leading healthcare providers, to redefine their ethos as an organisation, their identity in the market, and reimagine their brand for new and modern audiences. Getting to the heart of a successful brand When developing a new brand identity for Fosse, we knew it was important to involve the very people who live the values of the company day-to-day from the very beginning of the process. Members of the team — comprising of seasoned caregivers, health care trainers, and key management — joined Koobr in a Brand Discovery workshop: an interactive session where we explored the core values upon which the organisation was founded; how these values translate over to the services they provide; their commercial and cultural objectives for the company moving forward; and exactly what it is that makes Fosse Healthcare stand out from competitors. With a deeper understanding of the organisation and its aims, Koobr worked to establish the framework for a new brand identity — starting with visual and conceptual experimentation, eventually leading to a visual style and brand voice that was developed in tandem for total consistency. Once these foundations were in place, we began to word-craft mission statements that would dictate the tone and content of key marketing messages, distilling the information as we went along until we had a suite of succinct brand messages and a leading strapline. We worked to develop a friendly, reassuring brand identity that reflected the caring and professional nature of the Fosse Healthcare family. One that would fulfil their marketing objectives and endure over time. The look of the new brand was influenced by existing trends within the healthcare industry, but never exclusively tied to these limitations. Colours, icons, and the eventual logo were all dramatic overhauls of the organisation’s previous visual style. We wanted to address conventions and heritage whilst at the same time reimagining Fosse for a more contemporary, digitally-led era. …

Branding, Case studies|

“Koobr took the time to understand our services, our needs, and the challenges we face as a business. The quality of the work produced has been outstanding and throughout the whole process, Koobr has communicated with us effectively. We look forward to continuing our partnership.”

– Volt Sacco, Business Development Director, Fosse Healthcare

Earlier this year we embarked on a journey with Fosse Healthcare to rediscover what made them one of the country’s leading healthcare providers, to redefine their ethos as an organisation, their identity in the market, and reimagine their brand for new and modern audiences.

Getting to the heart of a successful brand

When developing a new brand identity for Fosse, we knew it was important to involve the very people who live the values of the company day-to-day from the very beginning of the process.

Members of the team — comprising of seasoned caregivers, health care trainers, and key management — joined Koobr in a Brand Discovery workshop: an interactive session where we explored the core values upon which the organisation was founded; how these values translate over to the services they provide; their commercial and cultural objectives for the company moving forward; and exactly what it is that makes Fosse Healthcare stand out from competitors.

With a deeper understanding of the organisation and its aims, Koobr worked to establish the framework for a new brand identity — starting with visual and conceptual experimentation, eventually leading to a visual style and brand voice that was developed in tandem for total consistency.

Once these foundations were in place, we began to word-craft mission statements that would dictate the tone and content of key marketing messages, distilling the information as we went along until we had a suite of succinct brand messages and a leading strapline.

We worked to develop a friendly, reassuring brand identity that reflected the caring and professional nature of the Fosse Healthcare family. One that would fulfil their marketing objectives and endure over time.

The look of the new brand was influenced by existing trends within the healthcare industry, but never exclusively tied to these limitations. Colours, icons, and the eventual logo were all dramatic overhauls of the organisation’s previous visual style. We wanted to address conventions and heritage whilst at the same time reimagining Fosse for a more contemporary, digitally-led era.

Bluu Sky – Case Study of a Branding Project

“Koobr has reimagined our brand identity and brought it spectacularly up to date – helping us to redefine who we are and how we can communicate with our customers for the better.” – Geoff Seymour, Managing Director, Bluu Sky Earlier this year, Koobr worked with Bluu Sky to develop a new and exciting brand. We wanted to bring out the warm and personable side of this East Midlands based company while demonstrating their prowess in the field of telecommunications. Communicating the right feeling Customer service is very important to Bluu Sky, so we worked closely with the team to unearth their values and core beliefs as a business, which we then polished and refined in a very real and tangible way. This allowed us to word-craft phrases and marketing messages around an authentic, emotive and engaging brand voice – in addition to a primary strap line to sit alongside promotional material – resulting in a consistent, impactful and authentic tone of voice for the brand overall.   A breath of fresh air From very the start, we wanted to make sure the new brand had a look that was contemporary and timeless, sophisticated yet simple; all important aspects for any tech-based service provider. We also wanted to visually communicate the idea that using the service was a pleasurable experience – a real breath of fresh air – and so a minimalist style was adopted, using a positive and palatable colour scheme. …

Branding, Case studies|

“Koobr has reimagined our brand identity and brought it spectacularly up to date – helping us to redefine who we are and how we can communicate with our customers for the better.”

– Geoff Seymour, Managing Director, Bluu Sky

Earlier this year, Koobr worked with Bluu Sky to develop a new and exciting brand. We wanted to bring out the warm and personable side of this East Midlands based company while demonstrating their prowess in the field of telecommunications.

Communicating the right feeling

Customer service is very important to Bluu Sky, so we worked closely with the team to unearth their values and core beliefs as a business, which we then polished and refined in a very real and tangible way.

This allowed us to word-craft phrases and marketing messages around an authentic, emotive and engaging brand voice – in addition to a primary strap line to sit alongside promotional material – resulting in a consistent, impactful and authentic tone of voice for the brand overall.  

A breath of fresh air

From very the start, we wanted to make sure the new brand had a look that was contemporary and timeless, sophisticated yet simple; all important aspects for any tech-based service provider.

We also wanted to visually communicate the idea that using the service was a pleasurable experience – a real breath of fresh air – and so a minimalist style was adopted, using a positive and palatable colour scheme.

Something to believe in – Is brand more important to your staff than to your customers?

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business ona many levels. – Craig Barker, Koobr The idea that a brand is all bells and whistles for the benefit of attracting, engaging and capturing customer interest is an outdated one; the benefits of brand go way beyond this, strengthening one of the most performance-critical areas of your entire business — your staff. It’s not enough to have your frontline staff enforce branding across all types of customer interactions, they need to live and breathe your brand, and believe in everything it stands for. Only then will your customers believe in it too. Brand communication starts from within Nothing impugns brand integrity more than a disconnect between marketing PR and company staff. A successful brand relies on communication that is consistently strong and has the full support of your employees, regardless of whether customer interaction is part of their job role or not. That’s because brand communication starts from within. It permeates every level of a company’s infrastructure, from top decision-makers to the person who answers the phone, and reinforces brand values, vision, and ethos from the inside out. There are many great examples of how companies effectively communicate brand through their employees, who are, for all intents and purposes, ensconced in that brand. Apple is well known for instilling brand into their staff, and it shows when you call up their customer service centre or walk up to an Apple store “Genius Bar”. Their staff are attentive, friendly and interact with customers in ways that are indicative and in accordance with brand values and personality — encouraging customers to explore products in fun, informative and creative ways. Even customers who do not actively purchase during a visit to one of their stores are still left with a positive lasting impression of their overall experience with the brand. That’s not to say a consistent brand emerges from conformist employees, far from it. Each individual needs to determine how he or she can deliver on the corporate brand promise in a way that’s authentic, leveraging the corporate identity with what ignites them and makes them exceptional. A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business on many levels. A proper brand should provide impetus and direction, but that’s only possible when your staff feels connected and engaged. Working with employees to help shape the values of your brand — allowing staff to individually interpret their roles as brand ambassadors — will not only secure buy-in, it also provides clarity and understanding, enabling staff to deliver on customer expectations. The application of brand on the inside Otherwise known as ‘internal-marketing’, the application of your brand within the company is no different to how you would use it to capture and engage your customers. It’s about creating and maintaining an emotional connection to your company that …

Branding, Insights|

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business ona
many levels.

– Craig Barker, Koobr

The idea that a brand is all bells and whistles for the benefit of attracting, engaging and capturing customer interest is an outdated one; the benefits of brand go way beyond this, strengthening one of the most performance-critical areas of your entire business — your staff.

It’s not enough to have your frontline staff enforce branding across all types of customer interactions, they need to live and breathe your brand, and believe in everything it stands for. Only then will your customers believe in it too.

Brand communication starts from within

Nothing impugns brand integrity more than a disconnect between marketing PR and company staff. A successful brand relies on communication that is consistently strong and has the full support of your employees, regardless of whether customer interaction is part of their job role or not.

That’s because brand communication starts from within. It permeates every level of a company’s infrastructure, from top decision-makers to the person who answers the phone, and reinforces brand values, vision, and ethos from the inside out.

There are many great examples of how companies effectively communicate brand through their employees, who are, for all intents and purposes, ensconced in that brand.

Apple is well known for instilling brand into their staff, and it shows when you call up their customer service centre or walk up to an Apple store “Genius Bar”. Their staff are attentive, friendly and interact with customers in ways that are indicative and in accordance with brand values and personality — encouraging customers to explore products in fun, informative and creative ways.

Even customers who do not actively purchase during a visit to one of their stores are still left with a positive lasting impression of their overall experience with the brand.

That’s not to say a consistent brand emerges from conformist employees, far from it. Each individual needs to determine how he or she can deliver on the corporate brand promise in a way that’s authentic, leveraging the corporate identity with what ignites them and makes them exceptional.

A company that publicly displays brand values and culture without buy-in and the belief of the team can be disastrous for a business on many levels. A proper brand should provide impetus and direction, but that’s only possible when your staff feels connected and engaged.

Working with employees to help shape the values of your brand — allowing staff to individually interpret their roles as brand ambassadors — will not only secure buy-in, it also provides clarity and understanding, enabling staff to deliver on customer expectations.

The application of brand on the inside

Otherwise known as ‘internal-marketing’, the application of your brand within the company is no different to how you would use it to capture and engage your customers. It’s about creating and maintaining an emotional connection to your company that

Comech – Case study of a branding project

“Simply put, they hit the nail on the head. Koobr created a contemporary, polished brand and now we are well positioned for rapid growth.” – Keith Pallett, Managing Director, CoMech Metrology Ltd In September 2015, CoMech secured one of the biggest contracts in the company’s longstanding history. This contract was to provide calibration services for the London Underground. Earlier that year we embarked on a journey with CoMech to develop and introduce a new brand to their community of worldwide clients in the railway and aerospace industries. Rebranding one of the country’s leading specialists in metrology For more than a quarter of a century, CoMech has been servicing safety-critical industries in the fields of dimensional metrology and technical innovation, so rebranding was a huge opportunity that also carried a great deal of responsibility. We spent a lot of time getting to know the company, their history, the integrity of their work and the team in order to understand CoMech’s heritage and vision for the future. This was important for putting together a fresh, contemporary brand that would help drive the company forward, whilst being mindful and respectful of the strong identity they had carefully built over the last 25 years. Finding the right look and feel From the very start, we wanted to create a brand that was both wrought and slick. It needed to retain CoMech’s character as a very ‘industrial’ organisation, with a rich, well-established heritage, but it also needed to slip comfortably into today’s digital age. How the brand should look from a digital perspective was taken into consideration as early on as the initial conception stage. This re-surfaced later on when we crafted graphics for the new website concept, distilling CoMech’s  services into salient icons that were universally recognisable but equally on-brand and unique. …

Branding, Case studies|

“Simply put, they hit the nail on the head. Koobr created a contemporary, polished brand and now we are well positioned for rapid growth.”

– Keith Pallett, Managing Director, CoMech Metrology Ltd

In September 2015, CoMech secured one of the biggest contracts in the company’s longstanding history. This contract was to provide calibration services for the London Underground.

Earlier that year we embarked on a journey with CoMech to develop and introduce a new brand to their community of worldwide clients in the railway and aerospace industries.

Rebranding one of the country’s leading specialists in metrology

For more than a quarter of a century, CoMech has been servicing safety-critical industries in the fields of dimensional metrology and technical innovation, so rebranding was a huge opportunity that also carried a great deal of responsibility.

We spent a lot of time getting to know the company, their history, the integrity of their work and the team in order to understand CoMech’s heritage and vision for the future. This was important for putting together a fresh, contemporary brand that would help drive the company forward, whilst being mindful and respectful of the strong identity they had carefully built over the last 25 years.

Finding the right look and feel

From the very start, we wanted to create a brand that was both wrought and slick. It needed to retain CoMech’s character as a very ‘industrial’ organisation, with a rich, well-established heritage, but it also needed to slip comfortably into today’s digital age.

How the brand should look from a digital perspective was taken into consideration as early on as the initial conception stage. This re-surfaced later on when we crafted graphics for the new website concept, distilling CoMech’s  services into salient icons that were universally recognisable but equally on-brand and unique.

Chamber Apprenticeships – Case study of a branding project

“Koobr displayed lots of positivity and enthusiasm when we briefed them on this creative project. They shared their creative process every step of the way, understood our requirements, gave useful insight, and delivered the best possible solution for the Chamber Apprenticeships brand values and target audience.” – Alison Gray, Marketing Manager, East Midlands Chamber (Derbyshire, Nottinghamshire, Leicestershire) In 2015, the Chamber launched the new brand for their Chamber Apprenticeships scheme across Derbyshire, Nottinghamshire and Leicestershire. Koobr is extremely proud of the work we produced and everybody on the team who was involved throughout the project. Reimagining the Chamber to inspire a whole new generation To capture and inspire an entire generation of school-leavers and under-21s, the Chamber needed a brand that not only fostered trust but also felt fresh and exciting. From the very beginning we set out to develop a contemporary brand that, whilst moving away from the Chamber’s primary branding, retained much of the core identity and ideals This decision came out of meetings with the Chamber’s representatives – as well as representatives of the Chamber Apprenticeships scheme – and really getting to understand how much they cared about the cause, and how passionately they felt about getting the scheme and its benefits across to the right demographic. Finding a voice that speaks the truth It was apparent to us from the very beginning that authenticity was key to communicating to a younger audience. We wanted to be positive without coming across as sounding patronising, we wanted to be definitive without sounding preachy. It was a fine balance. We started by testing different word combinations and concepts, thinking about ways in which they would accompany visuals for the desired effect. Once we established a voice we felt represented the ideals and values of the Chamber Apprenticeships scheme, we began to craft phrases and marketing messages to communicate the service in the same style. Getting the right look Crafting the overall style and look was done in conjunction with developing the brand voice, ensuring complete consistency across the board. Our brand developers worked alongside our designers for this, experimenting with word and visual combinations to get everything just right. The new logo was developed using the Chamber’s existing colour palette in a way that showed momentum, direction and choice. Social media The new Chamber Apprenticeships brand was launched alongside a social media campaign, using stylised messages across Facebook and Twitter to showcase the new brand and increase awareness of the available courses and the Chamber Apprenticeships service as a whole. Developing the website It’s important to establish how a new brand looks and feels before diving into the development of a new website. Because we understood and created the brand from the very start, it was easy to translate this over to a new website build. …

Branding, Case studies|

“Koobr displayed lots of positivity and enthusiasm when we briefed them on this creative project. They shared their creative process every step of the way, understood our requirements, gave useful insight, and delivered the best possible solution for the Chamber Apprenticeships brand values and target audience.”

– Alison Gray, Marketing Manager, East Midlands Chamber (Derbyshire, Nottinghamshire, Leicestershire)

In 2015, the Chamber launched the new brand for their Chamber Apprenticeships scheme across Derbyshire, Nottinghamshire and Leicestershire. Koobr is extremely proud of the work we produced and everybody on the team who was involved throughout the project.

Reimagining the Chamber to inspire a whole new generation

To capture and inspire an entire generation of school-leavers and under-21s, the Chamber needed a brand that not only fostered trust but also felt fresh and exciting. From the very beginning we set out to develop a contemporary brand that, whilst moving away from the Chamber’s primary branding, retained much of the core identity and ideals

This decision came out of meetings with the Chamber’s representatives – as well as representatives of the Chamber Apprenticeships scheme – and really getting to understand how much they cared about the cause, and how passionately they felt about getting the scheme and its benefits across to the right demographic.

Finding a voice that speaks the truth

It was apparent to us from the very beginning that authenticity was key to communicating to a younger audience. We wanted to be positive without coming across as sounding patronising, we wanted to be definitive without sounding preachy. It was a fine balance. We started by testing different word combinations and concepts, thinking about ways in which they would accompany visuals for the desired effect.

Once we established a voice we felt represented the ideals and values of the Chamber Apprenticeships scheme, we began to craft phrases and marketing messages to communicate the service in the same style.

Getting the right look

Crafting the overall style and look was done in conjunction with developing the brand voice, ensuring complete consistency across the board. Our brand developers worked alongside our designers for this, experimenting with word and visual combinations to get everything just right.

The new logo was developed using the Chamber’s existing colour palette in a way that showed momentum, direction and choice.

Social media

The new Chamber Apprenticeships brand was launched alongside a social media campaign, using stylised messages across Facebook and Twitter to showcase the new brand and increase awareness of the available courses and the Chamber Apprenticeships service as a whole.

Developing the website

It’s important to establish how a new brand looks and feels before diving into the development of a new website. Because we understood and created the brand from the very start, it was easy to translate this over to a new website build.