Bluelight Commercial

Aligning brand, culture
and communications

About
Overview

BlueLight Commercial is a startup business funded by the UK government to boost the commercial capability of procurement and deliver savings across police forces. We evolved its brand to more confidently reflect its ambition and culture. We went on to embed this across a new EVP, comms strategy and suite of comms assets.

Deliverables
  • Brand strategy
  • Brand identity
  • EVP and values
  • Communication assets
  • Employee experience
About

The challenge

BlueLight Commercial is 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. It needed to align its brand, culture and communications with its strategic objectives and stakeholder needs.

At the heart of this, was the need to reflect the hybrid public/private sector nature of the organisation and build upon its dynamic, entrepreneurial culture and outlook. The challenge was amplified by the Covid-19 pandemic and the entire organization working virtually from home.

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Our solution

We began by evolving and professionalizing the organization’s brand, including its purpose, positioning, values and visual identity. Visually, we retained the use of blue, yellow and white, but brought in some movement and energy through new hues and a reworked marque, fonts and imagery treatment. Following this, we facilitated a number of internal workshops and other sessions to develop a new employee value proposition and culture program.

To launch the evolved brand, we used the company’s first all-staff event to share program outputs with employees and talk them through the different toolkits we’d created. Many employees had been involved throughout the program and were keen to take this momentum into their day-to-day jobs.

To further embed the brand, we developed a communications strategy and messaging framework for the new Marketing and Communications team, as well as a suite of internal and external communications assets.

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London

The Stanley Building
7 Pancras Square
King’s Cross
London N1C 4AG

london@brand-affinity.com

+44 203 859 7699

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