Working with project manager Ralph Scott at CDW&Partners I spent a year repositioning and rationalising the Co-op Midcounties brand, one of the largest Co-operatives in the UK with over 700,000 members.
I started by moving away from ‘Midcounties’ and fully adopting the International Co-operative Alliance brand marque, bringing in the ‘Your’ prefix to generate ownership and create the basic structure of a comprehensive, robust, future-proof family tree of offers and services.
This entailed crafting detailed brand guidelines for every element of internal and external communication, retail presentation and strategy.
We worked closely with the Director of Brand and Marketing, engineering new structures and strategies. We also spent time with the internal design team helping them to build a more cohesive, customer-focused brand.