Affinity rebrands BlueLight Commercial

March 15, 2021
Posted in News
March 15, 2021 Stephen Bates

Today marks the launch of a new brand for BlueLight Commercial—a startup business funded by the Home Office to boost the commercial capability of procurement and deliver savings across the police forces of England and Wales. The new brand is part of a wider culture and communications program that we’ve been engaged with for the last few months.

"We needed a partner that could fully understand our challenges and rapidly professionalize our brand and communications. Affinity delivered this with creativity, precision and passion. We enjoyed the collaborative process and are delighted with the results."

Lianne Deeming, CEO BlueLight Commercial

As a fast moving startup, BlueLight Commercial needed to quickly align its brand, culture and communications with its strategic objectives and stakeholder needs. The communication challenge was amplified by the Covid-19 pandemic and the entire organization working virtually from home. The project was made up of four closely related work streams:

  1. Developing a new employee value proposition and fit-for-purpose culture that the whole workforce could get behind.
  2. Evolving and professionalizing the organization’s brand to reflect its confidence and strategic ambition, including its purpose, positioning, personality and visual identity.
  3. Developing a communications strategy and messaging framework.
  4. Designing and producing a suite of communications materials including the organization’s first annual report.

For launch, we used the company’s first event to share the project outputs with all employees and talk them through the different toolkits we’d created. Many of these employees had been involved in workshops, interviews and focus groups throughout the project and were keen to continue the momentum in their day-to-day jobs.

"A collaborative spirit set the tone for this project and it was an absolute pleasure to work with the talented BlueLight Commercial team. Respecting tight turnaround times, they were committed to the schedule, focussed and a joy to work with."

Helen Williams, Client Transformation Director, Affinity

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