| Lattitude Global Volunteering
2009 REBRAND 100 Winners > distinction
Industry/Sector: Institutions/Non-Profits
Enterprise Rebrand
Country Base: UK Countries
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Established in 1972 as GAP Activity Projects, this organization was a pioneer in providing gap-year placements for student volunteers in locations around the world. The organization works as a charity, placing some 2,000 students every year and enabling them to immerse themselves in the local culture and become members of that community. However, the radical expansion in the market for these services in recent years has amplified competition from both the private and charity sectors. Many of these competitors also used the word Gap in their titles – an issue further complicated by the presence of a major global retailer sharing the same name.
Challenge - Market research showed that while the organization was well respected, it was not seen as particularly in-tune with its core 17-24 market. Communications above all were inconsistent, unfocused and dated in appearance across all media. The organization had also changed its focus from being about gap-year travel to making a real difference through volunteering in the developing world, learning about a country from within and stepping outside the tourist comfort zone. A new name and a new inspiring brand were urgently required.
Strategy - Lattitude was chosen as a name for its reference to both geography and travel and the added implication of freedom and flexibility. Use of the double ‘tt’ emphasized that it was an organization with ‘attitude’
OPX was appointed to:
- develop a brand position and message platform through consultation across all levels of the business and with the student volunteers themselves
- conceive a new company name (that could be registered worldwide)
- design a new core visual identity that would be relevant, inspiring, engaging and flexible
- prepare materials including: stationery, literature, posters, exhibitions and a website.
Result - Feedback from the process has so far been extremely positive. Applications for placements have risen, with a strong platform now in place to develop the brand internationally as a leader in its field.
Credits:
Client: Lattitude Global Volunteering - www.lattitude.org.uk
Brand Strategists/Designers: OPX - www.opx.co.uk
Project Coordination: Simon Goodall
Art Direction: David Bennett, Simon Goodall
Designers: Ivan Mato, Michael Weber
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