The first task was to re-state the vision of the brand, this consequently focused on a positive, simplified, and universal message: peace as a priority.
Mapping the brand's positioning amongst similar competitors helped us to understand ENAAT's personality and its distinguishing factors.
After consolidating the brand's positioning, the team focussed on whom it should be communicating to. Identifying motivations, goals, and frustrations allowed the team to focus on the most relevant and applicable feedback.
The team developed a Venn diagram to highlight the shared goals of the personas. This gave us a more refined focus the brand could be based off.
After developing a site map for the old website, the team focused on simplifying it to ensure fluid navigation, clarity, and consistency. The resulting site map is shown below.
The European Network Against the Arms Trade’s new logo aims to express two ideas: trustworthy data, and action.
The type used, Aaux Next, reflects a sense of corporate knowledge and networking. Using the type’s weight variations along with strong rules allowed the team to create a rhythmic and powerful identity to enhance the Network’s distinguishing factors.
The previously ambiguous colour palette was re-structured into a more relevant and distinguishable selection. The new colour palette allows for variations, and combines uncompromising colours such as Stone and Dark Grey with a vibrant Protest Red and trustworthy Europe Blue.
Another significant part of the Network’s rebrand was giving it a voice. In order to convey the right tone, the website’s copy was slightly edited to match a precise, engaging, and confident approach.
The team created a versatile and adaptable solution which can be applied to a variety of outputs. Ranging from formal reports to social media and a website, the new identity will consistently represent ENAAT as a confident precise, and engaging network.
The website is the most complete exploration of the brand’s new identity. Presenting content ranging from data visualisation to news reports, the Network’s brand had to cater for a wide range of information. The simplified navigation structure combined with a clean-cut header and footer set the action driven mood, while solid blocks of colours highlight the re-structured content. The brand’s new colours and typeface are combined to their full advantage to create an overall fluid user experience.
The team created a prototype of the website to present how the individual elements of the branding worked together and how a much improved user interface and experience would positively effect the brand.
The organisation then later went on to create the full site using our branding as a guideline. However we cannot take credit for the appearance of the full site.