Birmingham and Solihull Sexual Health

Transcription

1 Birmingham and Solihull Sexual Health

2 What we want to achieve We have to create a brand identity that can connect with every group and each potential user and work across all services. The purpose of the brand identity is to create a badge that alongside a range of campaigns and partner organisations. access appropriate, quality services.

3 What we want to achieve We need to create an umbrella brand that embodies the shift towards an integrated system and re-emphasises the no wrong door approach. and enabling them to access appropriate, quality services.

4 The audience We understand that the target audience covers a wide range of teenagers and adults across the region. The brand needs to be considerate of each of these groups. Key groups include: Young people (under 25s) they mainly visit the clinics at Boots, Whittall Street and Brook. They use a variety of services. Men Sexing Men mainly use the clinic at Whittall St Black Africans this group are a hard to reach and priority group. Main issues include late HIV diagnosis Victims/potential victims of sexual violence Substance users drug/ alcohol; homeless;

5 The proposition A proposition is being worked on, but these lines have been given that sum up the service:

6 Brand values we propose core values of: caring, respectful and down to earth.

7 Competitor analysis We looked at services both within the sector and brands and products outside it to understand the market as well as to get inspiration. What we learnt: This is your opportunity to stand out from the crowd.

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9 The insight name to create a certain character, to stand out and be palatable to all. We need a simple brand name that works for all audiences. We need a name that doesn t offend anyone. We need a name that isn t used by others. We need a name that represents the organisation and what it does. We need a name that can cover all its services. We need a name that is memorable. Human. Compelling. Accessible.

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11 We want this brand to be noticed, remembered and used. So...

12 Umbrella

13 Why umbrella works 1 - This isn t one service, or one place. It is an umbrella service, we want people to know this is a hub and a network, that covers all clinics in the region and all relevant services and is a portal to partner organisations. 2 - The information, support and services offered are about helping people to protect themselves and others, or about providing necessary care or solutions everyday hazards of nature. 3 - Carrying an umbrella is proactive, and we want people to think proactively precautions. 4 - Using an umbrella is also reactive and can be used to minimise damage, as

14 Why umbrella works 5 - Everyone knows what an umbrella is, it is recognisable and understandable. It s not pretentious and doesn t alienate our audiences. 6 - URL on a shared computer. It gives a sensitivity to the subject by doing so. 7 - It is subtle, soft, and friendly in sound and connotation. An umbrella is personal to you and trusty. It s there when you need it. It s an unassuming everyday essential that we all rely on at some point. Umbrella is about encouraging care, consideration and precautions, to keep sex healthy. And it s about providing advice, guidance and support if things go wrong.

15 Metaphors That s why we didn t go down the made-up name route. Umbrella is it out. Metaphor is how we understand the world and ourselves and there is a beautiful simplicity to calling the service Umbrella.

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18 Colour palette Banana A Day Slate Earl Grey C- M- Y- K C- M- Y- K C- M- Y- K We ve chosen a colour palette that s warm, inviting and engaging. The yellow is complemented by a light grey and dark grey that is

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20 Why handwritten? In this crowded marketplace, a handwritten logo will make you stand out from the crowd. It is visual identity and badge that is completely bespoke to you. imperfections. That makes it feel accessible, authentic but -- most importantly -- it feels human.

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24 Birmingham & Solihull Sexual Health, The Queen Elizabeth Hospital Birmingham Mindelsohn Way, Edgbaston Birmingham, B15 2WB - T: umbrellahealth.co.uk

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26 Don t be so sure. Get tested. screening. Find out more at umbrellahealth.com Sexual violence should never be tolerated. Get in contact with us and we can help. Find out more at umbrellahealth.com If you think you might be pregnant, we can help. We provide free pregnancy tests and advice. Find out more at umbrellahealth.com Get protection. Be responsible. We provide free condoms and sexual health advice. Find out more at umbrellahealth.com

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28 thisisorb.com Birmingham Alpha Tower, Suffolk Street Queensway, Birmingham B1 1TT, United Kingdom London 433 Linen Hall, Regent Street, London W1B 5TF, United Kingdom VAT Number: Company Number: