Public Service Leadership integrated brand development

We helped the partnership formulate their vision, values and key deliverables and were then commissioned to develop and implement the PSL brand.

A screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UKA screen from the website of Public Service Leadership created by Hoop Associates, a design design agency in London, UK

www.publicserviceleadership.org.uk

Approach and planning

On the strength of our work with the National Policing Improvement Agency, we were commissioned by PSL to facilitate early stage strategic planning sessions, refine and promote the vision for the new entity, coordinate collaboration of the set up working group and lead them through the naming, branding, web build and launch of what became PSL.

Working closely with the Partnership 'sub-group' we established a list of key deliverables on behalf of the Partnership that included all the touchpoints where the brand was likely to be used.

Attending key top level meetings, we wanted to ensure we captured the freshness and excitement of the Partnership as they entered a new phase in their evolution. Collaborative working was at the core of our strategy.

Integrated solution

The brand worked both on and off line. We developed a range of templates for the lead partner, (invites, letterheads, signage, powerpoint slides, badge templates) as well as a range of printed materials.

Website and copywriting

We delivered a comprehensive web site with a true WYSIWYG content management system. The client commissioned Hoop to undertake all copywriting for the web site.

To help speed the website along, we suggested a Editorial sub-group was responsible for the site. We undertook user research for the planned web site, developed an IA (Information Architecture), wireframes, visual design and built a web site within three months from commission.

Results

The new brand was unveiled at the first Public Sector Leadership, Collaborate to Innovate, conference in November 2009 and received a very positive response.

The conference was attended by more than 120 senior public sector leaders. Typical comments included 'fresh' 'innovative' 'bright', reflecting the energy and enthusiasm of the conference attendees.

Hoop were invited to a feedback meeting with the Sub-group following the conference. The Partnership had three main deliverables during 2009 - of which Hoop were influential in supporting the Partnership successfully delivering two of these.

More about PSL

PSL is a forum for improving leadership in UK public services. It is both a campaign and virtual organisation made up of a partnership of 11 leadership development organisations, working together to develop better-led public services that will improve citizens' lives.

Initiated by the Cabinet Office, PSL aims to bring about a step-change in collaboration by sharing best practice, promoting collaboration. It also has responsibility to encourage innovation and experimentation in leadership learning and promote greater efficiency across the boundaries between like minded organisations.

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