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Branding - Bec Penn

Creative Director & Brand Consultant

I'd love to hear from you, find me on LinkedIn!

Branding

Showing 7 Result(s)

FastFutures Brand Update

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FastFutures is an online 6-week work-readiness programme created during the pandemic for those aged 18-24. It was designed to help young people with little work experience compete in the difficult job market.

Originally, the brand was a mix between character-based graphics and people, with colourful block backgrounds and the logo as a stamped pattern in the background.

The brand needed a refresh in order to make it look exciting for young people, and Marketing needed more sign-ups. We researched trends and marketing data from existing posts, and after discussing style options we landed on a combination of UI elements, outlined icons, gradient backgrounds, dot overlays and outlined people.

The brand update has had a positive impact on marketing engagement, with over 6,000 learners completing the programme to date, and contributing to reducing cost per lead by half.

Before
After
Before
After
Before
After

My role: Creative direction, brand strategy and project management

Onboarding Interactive

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In collaboration with the People Experience team, we created an interactive onboarding experience for new starters at Avado, called Avado Life.

All of the experiences of current employees being onboarded to the company involved lots of emails and PDF attachments, and learning about culture and values after starting their jobs.

We collaborated with several teams across the business (including HR, Graphic Design, Copywriting, Exec and Interactive Development) to create this interactive, filled with information on policies, values, and general life at Avado, to get new starters excited about their upcoming journey with the company – all to be explored at their leisure!

Take me there

My role: Creative direction, project management, prioritisation, accessibility, quality assurance & branding

User Interface Improvements

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With a decision to move learning platforms to a new supplier, and limited options for branding and other customisations, my team got to work! We gradually made User Interface improvements to the look and feel of the platform using custom CSS; making the design cleaner, more on brand, and clearer for learners to move around their course, with accessibility front of mind.

Click through the PDF below for some before and after images.

AvadoLive-AvadoHub-TI-UI-changes-1

My role: Creative direction, brand identity, quality assurance, project management, user interface design – and I presented this to the company during an all-hands

Third-Party Cookies Campaign

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Thought leadership content is important for any brand. It builds trust with potential (and current!) clients, and solidifies the position of the brand to be an authority in their field.

This campaign was about the removal of third-party cookies and how marketing teams will need to pivot for this and build out a first party data strategy to remain competitive. My team created a series of animated videos to explain what third-party cookies are and how marketing teams will need to rethink their strategy going forward.

Take me to a post!

My role: Creative direction, quality assurance, branding

2021 Lightbox Studio Roundup

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Our in-house studio created an end of year roundup showreel to show off our biggest and best projects of the year, remind people across the company of our wide range of skill sets, and encourage more creative briefs in the coming year!

The branding is shown as our internal creative studio’s brand, Lightbox Studio, which is fun and energetic – just like the team.

My role: Ideation, creative direction, quality assurance

Lockdown Graduation Events

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During the lockdowns, Avado learners were graduating from Apprenticeships & Professional Qualifications. They would ordinarily attend a big formal event with their friends and family, speeches and have a graduation cap and gown to wear. So, my team got to work tocome up with ways of making their graduations special (even in lockdown) and came up with the idea of an Instagram filter.

Hundreds of learners took photos and videos to share with their networks, and we shared them on our socials and used them to create a video for the graduation event, celebrating the successes of the learners. Below is a cut from 2 graduation videos – it’s been very popular – and to this day Avado uses the filter for remote learners!

Me having a go with the filter for Avado’s FastFutures programme, sponsored by BT, Shell, NHS and many more.

Try it!


To try the filter: If you’re on a computer, scan this QR code using your smartphone camera. If you’re on a smartphone, simply click the button!

My role: Creative direction, ideation, quality assurance, marketing, branding & strategy

Avado’s Rebranding Project

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In 2020, Avado worked with an external branding agency to deliver a total rebrand. Once the initial version was created, I volunteered to project manage delivering this rebrand across the business.

I collaborated with key senior stakeholders and external agencies to create an exhaustive list of requirements, and prioritised them based on business strategy and resource availability. I worked with designers and a web agency to create a brand-new website skin and structure, ensuring AA accessibility throughout. While managing expectations and steering priorities, we created a series of new templates across international markets, and produced clear a brand brandbook.

We built a team of Brand Ambassadors and trained them to look after the brand, and ran train the trainer workshops.

AVADO old logo

My role: Project management, creative direction, accessibility, brand strategy