Venues Of Excellence
Venues Of Excellence is the UK's leading collection of independent venues delivering excellence in conferences, training and events. They also offer a venue finding service for corporate event bookers and wanted to give this service its own brand identity. To sit alongside the other services they offer, we needed to review the brand architecture so that each service was a sub brand underneath the parent brand. This elevated the overall "branded house" identity and future-proofed their ability to add new services without adding more visual identities at the detriment of distinctiveness and memorability.
Project scope:
- Brand architecture
- Brand positioning
- Visual identity
- Brand guidelines
Event excellence without the effort
We conducted workshops with the team to identify venue finding category entry points and emotional attributes that elevated the brand position beyond the commodity, playing into more customer-focussed benefits that VOE can own relatively to their competitors.
Injected with personality, these positioning statements answer the customer's needs, they tap into the emotional System 1 brain, and increase salience for the brand in those buying situations.
Freshening up...
We freshened up the existing parent logo by introducing a 20º forward angle to the vertical lines, symbolising movement, dynamism, momentum, direction, and energy - all words that better suited the brand's personality. The width of one band dictates the distance of the word mark from the brand mark and the 20º angle mirrors the upward leg of the 'v' in venues. This makes the logo more balanced, scalable, and memorable.
Different but the same...
The brief for the new venue find identity was to "be different but the same"... a neat trick if you can manage it!
Often, a good way to achieve this is to invert the existing mark and look for interesting things that show up. By inverting 2 of the 4 vertical lines in the parent logo, we discovered an abstraction of the letters V and X, representing "venues" and "excellence".
Brand architecture...
Mandy Jennings
CEO, Venues Of Excellence
"Working with Rob Chamberlain Marketing was transformative for our brand. As the UK’s leading collection of independent venues, we needed our venue finding service to stand out while staying aligned with the Venues of Excellence brand. Through insightful workshops, Rob helped us uncover the emotional drivers behind customer decisions and reposition the service around distinctive, memorable benefits. His strategic approach gave the brand real personality and greater impact at key buying moments. Rob also restructured our brand architecture into a clear ‘branded house’ model, strengthening our overall identity and allowing for future growth without losing cohesion. I would highly recommend Rob Chamberlain Marketing to any organisation seeking clarity, creativity, and long-term brand strength."
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