BlueLight Commercial

Aligning brand, culture
and communications.

BlueLight Commercial is a fast-growing startup funded by the UK government. Its role is to boost the commercial capability and efficiency of police procurement teams. We evolved its brand to more confidently reflect its ambition and culture. We went on to embed this across a new EVP, communication strategy and a full suite of communication assets.


Brand strategy & EVP / Brand identity / Comms strategy / Comms assets / Employee experience


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.

Our solution

We began by evolving and professionalizing the organization’s brand, including its purpose, values and identity. Visually, we retained the use of blue, yellow and white, but to increase vibrancy we added new hues and reworked the marque, fonts and imagery. 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 and culture program, we used the company’s first all-staff event. In this, we shared program outputs and talked employees through the toolkits we’d created.

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