Cardiff Design Festival

Brief

A clear, distinct and memorable identity An identity that resonates with the values and concerns of the target audience Longevity and flexibility - the scheme will be running for five years, so the brand needs to have sufficient prominence to maintain and build interest A core concept that can inspire a wide range of creative responses for materials, public information, media and advertising A bilingual name and strapline – brand mark must work equally well in both Welsh and English

Result

The bird box is immediately readable. Use of a single word represents a clear break with previous over descriptive schemes. The Welsh language translation also sits well within the design. Nest was a word that had been chosen by people in focus groups to describe how they felt about their home. Nest puts the building itself at the centre of the brand. The concept is simple in its essence, but should also prove to be flexible over time to allow multiple variations on the theme.

Solution

Previous energy schemes had incoherent names that would not satisfy the need to be clear and distinct. We concluded that the brand would require a fresh, new approach. Focus groups expressed that they rarely made unilateral decisions on home improvements, meaning that any brand must have recognition and appeal beyond the target audience to carers and family. Major obstacles for having work done on the house led us to conclude that the brand needs to reassure and engender trust.

Project website

http://www.nestwales.org.uk