Traverse
Visual Identity System
Setting up the logo useage
Doing good and want to do better: A Brand Refresh
The Challenge
Traverse is a social-purpose consultancy working extensively with London's health, care and social work providers. They don't provide frontline social workers themselves. Instead they partner with the public sector, charities and the NHS to evaluate, improve and shape social care policy.
They had basic brand guidelines in place but needed something clearer for their team and stakeholders to work from. And given who they serve, accessibility had to sit at the heart of the visual identity from the start.
“Thanks again for all your work on the visual identity. We’ve since used the guidelines in our thought leadership reports and they look great. You understood the importance of real experience in accessible design, and it shows in everything you created for us.”
The Approach
I created brand guidelines and called them visual identity guidelines, as this framing would be better understood and help make sure stakeholders would adhere to them. The guidelines included:
New colour palette
Clear direction on how the logo should be used across different contexts
Templates for PowerPoint, brochures and social media
Suggested illustration and photography style to keep everything cohesive
Comprehensive and clear guidelines for the team and external partners to use
The Results
Traverse rolled the new visual identity guidelines out across their whole team, giving everyone a clear reference point for how to present the brand
Stakeholders responded well, with the guidelines making it easier for people across the organisation to create on-brand materials without needing design input every time
Materials became noticeably more consistent, from decks to brochures to social media, strengthening recognition of Traverse wherever people encountered them
Turnaround on new materials sped up, since templates meant the team weren't starting from scratch each time
Brochure with the new brand guidelines in place
Need brand guidelines your whole team can use?
If your organisation needs a visual identity that's clear, accessible and easy for stakeholders to pick up and run with, I can help. I work with purpose-led organisations, charities and public sector teams to build brand guidelines that get used, not just filed away.
Get in touch to talk about your brand or explore my Brand design services to see how a brand refresh could work for you.
