Branding Scotland's premier public sector FM organisation shaping the future of facilities management.

Disciplines:

Branding, Web Design, Event Management, Social Media

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Brief

For over 20 years, Assist FM has held the distinction of being Scotland's premier public sector facility management organization. They have partnered with all 32 local authorities and private suppliers to enhance FM services throughout the country.

Assist handles various projects, including school branding, school meals, national health and nutrition campaigns, and the management of public offices and workspaces. This diverse array of work culminates in an annual conference that brings together local authorities, suppliers, and other delegates. The objective is to discuss current issues, plans for improving the future of the Scottish public sector, and expand professional networks.

Assist sought a renewed brand identity that would accomplish several goals: humanize the organization by prioritizing people and the public, modernize the brand for the digital age, and create a brand that matches the impact of their work.

Process

Assist FM is led by a committee that changes chair and members biennially, so we really emphasised creating a brand look and feel that was malleable, and really spoke to the mission of Assist. Working closely with the chair and several committee members to evolve their brand and reposition with a focus on People - public sector staff, customers, and the public.
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By placing the spotlight on the people - staff, customers and the public, we resolved to create a much more down to earth and approachable brand. With an educated, but straightforward and human tone of voice, we helped magnify Assist's position as a thought leader in public sector fm services, and encouraged greater collaboration between Assist, Local Authorities and Third Party Suppliers.

Our next task was to reimagine the visual language for Assist. We kept recognisable themes of the previous brand - the human silhouettes, but exchanged them for an approachable smile. Changing the colour scheme allowed us to veer away from more stereotypical ‘scottish’, to something that ‘felt’ more assist. Welcoming, approachable and friendly. Combining these aspects with more people focussed imagery, and a modular library of shape masks and assets, we created a brand that was both unmistakably Assist, while being completely fresh and engaging.

Outcomes

This all culminated in an extremely pleased Chair and Committee of Assist, and consistent positive feedback about the brand and direction from Assist Members and Suppliers alike.

With a new modular brand, suitable for any campaign or project, and a more consistent branding experience for their yearly conferences, Assist have been able to engage more with their members, and forge the future of the brand with confidence.