FERA: BRANDING A MERGER

A new executive agency was to be formed from the merger of three existing bodies – Central Science Laboratory, The Plant Health and Seeds Inspectorate and Plant Variety and Seeds. A bespoke methodology that comprised a detailed brand audit, customer experience review, competitor and sector analysis, stakeholder interviews and c-suite workshops. From insights discovered the brand’s strategy elements (purpose, essence, function, values/personality) were defined. Following a naming workshop and ‘name’ creation competition these delivered options that were trademark-searched. Three concepts were produced and the chosen logo and visual identity was rolled out across different media. The brand is now internationally recognised in its industry. The visual identity here has recently been re-imagined to reflect the current market. “Thank you for translating our diverse minds into a coherent brand that is fresh, relevant and strong.” Rod Anson, Commercial Development Manager, fera