In partnership with the DWP, Keighley College needed a brand identity for a new advice centre opening in the town centre of Keighley. Targeting young people, the advice centre would act as a ‘triage’, helping visitors looking to upskill, seek employment or access benefits and food banks.
The identity promoted the connection the advice centre will have to the community, through a personal tone-of-voice inspired by local dialect and a visual “network” that runs through the materials. There is also a strong sense of belonging and pride in the community, and it was important to capture this in the imagery and tone-of-voice.
As a result of a 4-day sprint, the brand identity was built around the pre-determined name, Keighley Together.
The identity promoted the connection the advice centre will have to the community, through a personal tone-of-voice inspired by local dialect and a visual “network” that runs through the materials. There is also a strong sense of belonging and pride in the community, and it was important to capture this in the imagery and tone-of-voice.
As a result of a 4-day sprint, the brand identity was built around the pre-determined name, Keighley Together.
Initial explorations into custom typography led to the idea of a "face", built from edited letterforms. This developed into a full icon set, including the "arms up" icon seen below.
The primary colour palette borrows from the original Keighley College brand. For differentation and depth, deeper and brighter hues for each colour were added to create an accessible palette to be used across the whole brand.
Inspired by Keighley College's brand font (Euclid Flex), a custom typeface (Network) was crafted. Using rounded corners and re-drawn glyphs, the typeface gives an approachable and personal feel to the brand.
The network connects the brand together. A series of dots and marks inspired by re-drawn Euclid Flex glyphs, these brand markings connect every asset in the brand system - being used on their own or as part of a pattern. The "network" comes to life with motion and mimics the route people take in their lives - a route that is rarely linear.
Keighley Together uses an accessible and friendly tone-of-voice with local dialect and phrases to connect with the audience. There's no jargon – just simple, short sentences which gives the brand more personality but also ensures it is clear in the services it's providing.
