Client: Orvia     Project: Brand Identity

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Creating a brand with bite!

Business Venture Group has been established as a business support organisation for over 25 years. It offers SME and large organisations a broad range of business services across the UK, but specifically in and around Preston.

The brief

To create a new brand name and identity to help re-position them in their market place as a new, exciting, friendly and forward thinking organisation. The name needed to be unique and simple and not descriptive as they wanted to break away from the mold and allow the business to develop into new areas, both in its offerings and locations. The identity needed to reflect the ambitions of the name too, so that they could be easily recognised from the competition which had become far too similar in the market place.

The situation

Business Venture Group’s brand was looking tired, both as a name and as an identity. Its communications (across the website, leaflets, brochures, advertising and environments) were not reflecting the service offerings, the people and the organisation as a whole. A new direction and brand identity was required to help modernise and re-position the organisation as one of the leaders in business support services.

The solution

Using our Trade Marked 'Activate' Brand Development System we worked hard with Business Venture Group to fully understand the organisation and the direction it wished to take. We helped to develop  values, philosophy, promise and differentiators, from which we could develop a new name and brand identity.

The new name became 'Orvia' - a mixture of two Latin words meaning source / starting point was chosen. From this point we developed the logo, typography, colour palettes, graphical styles and illustrations. We wanted the new brand to have a fine balance between being professional and corporate whilst having a friendly and humorous side to it. The brand needed to talk to both SME and Blue Chip organisations - we developed an illustrative style for the brand and created a lead character to help support our message 'your best friend in business'. An illustrative dog and supporting illustrations were created to allow the brand to be extremely flexible as it grows into new areas and offers new services. The colour palette and typography was also selected to continue this balance and to help the brand differentiate itself from the competition, which had all taken a similar route.

The brand was presented to board members and to all staff to help engagement - everyone has embraced the change and the identity continues to be developed across all communication pieces.

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