Developing a compelling commercial brand for the public sector

Having secured funding and designed an innovative leadership programme, the Venbridge team turned their attention to creating a captivating brand.

Combining our extensive commercial experience with our deep knowledge of the public sector enabled us to think critically about the key elements that would make the brand compelling, supporting the long-term growth and sustainability of the offer.

We knew that the marketplace was crowded. In designing the product we had extensively researched existing offers and thought critically about the components that would ensure a differentiated experience for participants. As we developed the brand we focused on the gaps in the market that would enable the brand to really stand out.

Working with the client team and our design partners at Creative Cube we prioritised simple, fresh colours, the use of illustration and a human centred story to interest and invite people to find out more.

We supported the strong external messaging with streamlined internal processes, deploying a CRM to simplify the recruitment process. This also ensured consistency in messaging, reinforcing the ethos and values of the brand at each touch point.

We worked with the local delivery team to launch a three-week recruitment campaign. The response was phenomenal. Hundreds of enquiries and nearly 200 applications were received for just 30 places. Applicants described the offer as ‘not like anything we’ve seen before’

“I like the fact that this opportunity is ‘banding blind’ and has allowed staff at all levels to take part.”

“Innovative, thought provoking, awesome.”

“Even if I am not successful, the assessment day has been extremely valuable as a learning exercise for me”

“Inclusive day…thoroughly enjoyable experience”

“Really well thought out day with engaging approach by examiners and everyone involved.”

“I think this was a brilliant idea. I already learned a lot about my own self. The reflection section was particularly very good. Thank you”