Serenity Digital started the process with a branding workshop with the Senior Management team from PETA. The branding workshop is a half day interactive session and is designed to clarify the company personality, mission and values, allowing the team to visualise and discuss what the brand should look and feel like. During the workshop Serenity Digital and PETA discussed their various audiences and their personas, their mission statement, what their unique selling points are and how the brand should flex for these different audiences. Also, discussions were made about the everyday running of the business, what expectations they have of the team and what brand archetype they fall into.
After the meeting, Serenity Digital performed further research and then produced updated concepts for the company logo and a visual style guide. This was passed to PETA’s Senior Management team for feedback and via collaboration, ongoing refinement.
Serenity Digital documented three main audiences; business decision makers, students and apprenticeships. The overarching family logo mark was designed with a nod to PETA’s past 50 years of heritage and the existing GET THE APP logo remained for use to attract younger Apprentices. The wider visual identity was designed to provide flexibility for the three audiences (in terms of colour, typography, shape, photography and tone of voice) and also flex between professionally printed sales & marketing collateral and internally printed course materials and documentation.