Brand guidelines

East Sussex County Council

The challenge

Like many County Councils, East Sussex was keen to present itself as a single organisation rather than a collection of separate departments. We were asked to create brand guidelines that could be applied at a local level to give the Council the prominence it deserved, and could bring the departments together to work more collectively.

The creative

Following many research groups featuring staff and local people, our creative solution was to focus on themes that would appeal to employees and residents alike. Images of local landmarks and real people provided a backdrop for the Council’s 350 services, which ranged from maintaining roads to providing care for the elderly. The curves reflected the shape of the Sussex downs, and the photography featured Sussex landscapes and pillars of the community, including local libraries and schools.