The Challenge

London Youth issued a public tender for the provision of a brand refresh and website redesign. After a competitive pitch, Ave were selected to deliver this work. We were briefed to bring the brand identity of the organisation in-line with the newly evolved brand proposition, values and personality. In addition we were commissioned to undertake a full digital consultation, digital strategy and build a website with CRM integration. 

The Solution

We worked with the London Youth’s Communications Team, as well as a multi-stakeholder steering group, to develop a brand strategy that led us through the creative brand refresh. The critical part of the strategy work was to establish a clear brand hierarchy that would encompass the London Youth sub brands and partnerships within the brand family. This work also focused on how we should bring London Youth’s two residential centres in line with the parent brand. 

We worked to develop three clear routes for the visual communication of the brand proposition and position, and tested these out across a suite of collateral that were presented to the steering group, which then provided feedback. This level of stakeholder involvement ensured the development of a brand that would resonate with the diverse audience groups that London Youth looks to communicate with. The refreshed brand was also designed, developed and tested to be fully accessible to those with partial sight or specific learning difficulties, such as dyslexia. Following the completion of the brand refresh we applied it to various touchpoints, including stationery, reports, staff uniforms and the signage at residential centres. 

The website and CRM integration followed a similar process, whereby we undertook a complete strategic phase before moving into the creative. This involved a series of stakeholder interviews, a content architecture planning session and the creation of a full UX proposal (covering user personas, content goals, user journeys and a wireframe). Following sign-off, we developed the user interface designs, creating a static left hand bar on the site to house the navigation, and the build of interactive features such as a members’ map search, blog and social media feeds. 

Working with Ave Design has been so easy and enjoyable. They quickly understood exactly what we needed and brought fresh and creative ideas to the table that got the entire team here at London Youth excited. For us, including staff members from the outset was important and Ave Design made the process simple and engaging for everyone involved. Our brief wasn’t a simple one, and other work priorities on our end did mean that the process took much longer to complete than we’d initially thought. But Ave Design were always patient and understanding, making the mammoth task seem more manageable and achievable within our small budget. Throughout this entire project, Ave Design have been highly approachable and tailored their support to our changing needs/requests. And for much of the time I’ve felt like their only client (although I’m sure this isn’t the reality) because they gave us so much care and attention. I’m really pleased with the end products and the high quality service Ave Design gave throughout. So please in fact I have already commissioned them for other projects, and will continue to do so in the future.

Shivangee Patel

Head of Communications, London Youth

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