i-go are part of Children’s Services in East Sussex County Council. Their mission is to champion change for children and young people with Special Educational Needs and Disabilities (SEND). They want to be known as inclusive, innovative, solution focused and a team that genuinely improves the lives of the young people and families who access the i-go card.
Create a new visual identity and messaging system for a relaunch of the brand to appeal to more families, businesses and service providers. The system's goal was to re-engage existing members and businesses. Stationery, marketing material, an exhibition stand, roller banners and promotional items were required as well as a brand new website complete with content management system for the i-go team members and the participating businesses to maintain their entries.
We designed the i-go visual identity from the ground up, capturing the company’s excitement and value in a new logo and brand style. We then built a highly-effective website that re-engages existing members and attracts additional new members whilst raising awareness in the community and among local businesses.
Since launch, the monthly website traffic has grown by over 2000% and close to 100 businesses have signed up to be part of the scheme. Existing members of i-go have expressed gratitude for the greater emphasis being placed on the needs of their loved ones.
The i-go team have attended events and had extremely positive feedback on the exhibition stand, printed material and promotional giveaway items.
Businesses around Sussex that offer i-go incentives now proudly display the i-go window stickers and counter-top signs at their premises.
The new i-go logo is strong and easily identifiable. It uses a subtle map pointer as the dot of the ‘i’ to show the location aspect of the i-go offering as well as the bold orange that ties in to the existing colour of the SEND department; a part of East Sussex County Council that the majority of existing members would already be familiar.
The orange is coupled with a beautiful selection of colours that form the secondary palette. These regularly appear across all the marketing material, website and custom illustrations.
Due to the subject matter involving disabilities and not all disabilities being instantly visible, we decided as a group that using stock photographs wasn’t a viable option. With this in mind, we created simple illustrations which utilised the secondary colour palette and were ambiguous enough to not show any facial features or specific disabilities.
We couldn't be happier with the outcome. The initial conversations and proposal gave us a clear process to work to which helped massively with internal planning. The initial mood boards really helped us gain clarity among team members in the office and all the finished material and website has been well received by our members, the families, the providers and the various departments of the council.
Jane Flock
Service Manager – Commissioning Team
Inclusion, Special Educational Needs and Disability Services (ISEND)
