Brand ID
5G RuralDorset is a ground-breaking public sector project to understand how next generation connectivity can help people live better, safer and more prosperous lives in rural communities, even in environments as sensitive as Dorset’s UNESCO heritage coastline.
Our challenge was to create a forward-looking visual identity that stood for technology and innovation, and help win the hearts and minds of the local communities.
"What they have developed is ingenious, linking the rural and coastal landscape of the Dorset countryside right into the heart of the brand. We couldn’t be happier with the work.”
We began by running a brand workshop which helped us to fully understand the challenges this project faced and allowed us to develop brand positioning statements for each of our target audiences – 1. To DCMS, the 5G RuralDorset Project is one of seven Rural Connected Communities Projects charged with exploring innovative connectivity, on time and on budget, 2. To the nominated trial communities, the 5G RuralDorset Project will deliver innovative digital technologies that sympathetically address real rural connectivity challenges and transform lives and 3. To those that live, work and visit rural locations, the 5G RuralDorset Project will deliver a vision of connectivity that transforms lives.
Once we had established clear brand positions, we took inspiration from the connection between the people of Dorset, their coastline and their rural landscape. The dynamic angle of the Full Signal icon was taken from the coastal cliffs around Lulworth Cove and the optimistic peak of the five bars is to represent the ambition to overcome the county’s connectivity issues.
5G RuralDorset’s business objective is to promote 5G as a positive, transformative opportunity for Dorset and the UK. The communications outreach is ongoing, and ultimately there are no right or wrong results at the moment – the community will decide on the outcome based on their own needs and choices, but the early signs are very promising. We’ll update this section after March 2022 when all the the trials are complete.
You can check out their website here.
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