The Construction Youth Trust had been using the same logo for around 10 years and had experienced some decline in their brand profile. The Trust felt that the time was right to refresh the logo and supporting identity to better represent the work of the charity. Oyster was tasked with rebranding the charity as well as designing and building a website to reflect their fresh new look.
The new logo needed to appeal to both corporate and youth audiences. It needed to represent both skills sets being addressed, including professional services (architects, engineers etc) as well as construction professions. The logo needed be inspirational, modern and have an element of prestige. The approach was required to consider how the logo might work as part of a suite, to include sub brands such as for the charity's Budding Builders and Budding Brunels programmes.
Alongside the logo we designed an identity system that fed into the print and web design. The website needed to be modern, eye catching and dynamic that will attract young people and provide easy access to information and advice on careers opportunities and courses within the construction industry.
Oyster led the Trust through a simple brand process, initially presenting a range of logo options to answer their brief which were then developed further based on feedback. The Trust then selected a single direction to be developed into further materials, stationery etc. Oyster also considers how the logo might be used in a range or formats and sizes.
The final challenge was to establish core and secondary colours that were complimentary to each other and each suited the audience groups. Finally, Oyster developed a variation for use by the Welsh team which featured a dragon emblem within the identity graphics.
Having updated Construction Youth Trust's brand design, we then had the pleasure of designing and building the new website. We created a tactile site that uses strong imagery and clear, logical navigation to create an appealing design and quick access to information and action. Built in Drupal, the website gives extensive, easy to use CMS for editing and updates.
