A modern new logo was created using a custom font to create parallel lines reflecting TLP’s progressive approach to partner with commissioning bodies, industry partners and end user clients. This will start the move away from the use of the full name 'The Lennox Partnership' which was identified as parochial and does not reflect TLPs wider activity and ambition.
The brand development process also identified the need to communicate a clearly defined and compelling message - Getting Scotland into work. This is supported with a strong photography-led creative approach to communicate the idea of TLP clients being empowered to help themselves. It was felt that real people were central to this and one of Scotland’s leading photographers, Mark Ferguson, was commissioned to capture images of TLP clients that were made into composite visuals to help create this illusion. This approach has so far been rolled out to create a new website, exhibition materials and social media and a brand kit created to maintain brand continuity and longevity.
'Initially, Nonconform spent a lot of time and effort learning about our business before offering any branding solutions. We were also encouraged by Nonconform to involve as many of our colleagues as we could in the early stages of concepts and design options. We have now launched current, creative branding materials and a website that refreshes our overall look and feel. Nonconform staff have been friendly, professional and innovative in their thinking throughout the whole process.'
John Donnelly, Director of Operation, The Lennox Partnership