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NADFAS is redeveloping its brand – we discuss what it means and how you can become involved with this exciting processIsabel: Can you tell us what you mean by the word ‘brand’?Jo: There is still a widely held misconception that brand is just about a logo, but it’s much more than that. If you think about the logo as a fl ag on a ship, it’s actually how everyone works together in the engine room which is more important. In your case, that ship is made up of thousands of people – members, volunteers, lecturers and the NADFAS House staff. If we look at popular and successful organisations – whether the V&A or John Lewis – they have really invested in their brands, not only in terms of having engaging and consistent visual and verbal identities, but also because they’ve thought about the experience they want to offer their audiences and consumers, whether through the products they sell, the exhibitions they curate or the environments they create. Isabel: Do you work with lots of organisations in the cultural sector?Kirsten: Yes, we are absolutely passionate about the importance of culture and arts in our society. We’ve worked with a number of leading museums – the Royal Academy of Arts and National Museums of Scotland; arts charities such as the Art Fund; and we also work in performing arts and education, including Glyndebourne and The Open University. We are seeing an increasing need for cultural As Florian Schweizer announced at this year’s AGM, NADFAS is thinking about the future and wants to increase its membership and raise its profi le. In order to do this, NADFAS is working on the development of a more distinctive and recognisable brand – in other words the way it presents itself, both visually and verbally. NADFAS Press and Communications Manager Isabel Cooper talks to the team at the brand consultancy appointed to work on this project – Jane Wentworth Associates, based in London’s creative East End. Jo Marsh is the Lead Consultant working with Jim Sutherland, Creative Director, and Kirsten Abildgaard, Researcher and Consultant. Time to tell our story8 NADFAS REVIEW / AUTUMN 2016 www.nadfas.org.ukREBRANDING