null
Page 9Page 10
Page 9
Above and opposite: Brainstorming sessions such as these can help to distill the essence of a brand Below: Isabel Cooper from NADFAS (second from left) with the team from Jane Wentworth Associatesfundamental part of its brand and how it presents itself to the world and we will need to consider whether the current name will help NADFAS achieve its ambitions. We’re not jumping to any conclusions as we want to ask members what they think and also analyse the current name in light of your ambitions. We’ve had some interesting responses to the question we asked about the name in our survey. As part of our interview process we also had the opportunity to talk to Rachel Fay (NADFAS founder Patricia Fay’s daughter), who obviously knows the organisation extremely well! And she said she was very open to considering alternatives, but obviously there are different opinions. Isabel: What is your experience of designing in the cultural sector?Jim: I’ve been fortunate to design identities for a number of amazing cultural organisations – the Natural History Museum, National Museums Scotland, Scottish Opera, Welsh National Opera and Kew Gardens among many others. It’s a sector I love working in. I’m a passionate believer in the arts and education. I also think it’s important to work outside of the sector as it gives you a fresh perspective, so I’ve also designed identities for Prostate Cancer UK, Action on Hearing Loss, Williams F1 and Norwich University of the Arts (where I also teach). Isabel: What is the opportunity for the NADFAS visual identity?Jim: You obviously do an incredible job in terms of talks, restoration and participation – but I don’t think the current identity refl ects this. It’s a chance to produce something really special that befi ts an organisation of your stature – something clear, distinct, powerful and beautifully crafted. I also hope the process will be fun and engaging for everyone who gets involved around the country. ■We want to hear from as many of you as possible. If you would like to submit confi dential ideas and opinions regarding the development of a new brand, without further feedback, please email them directly to Jane Wentworth Associates: nadfas@janewentworth.comIf you have any concerns and would like to discuss these with NADFAS, please email or write to: Communications Manager, Isabel Cooper: icooper@nadfas.org.ukNADFAS House8 Guilford StreetLondonWC1N 1DAWe look forward to sharing details on how the brand project is progressing in the next issue of the Review. Read more about Jane Wentworth Associates and Jim Sutherland: www.janewentworth.com and www.studio-sutherland.co.uk Follow them on Twitter: @JWALondon @andsutherland organisations to think about their brands. This is partly driven by the decrease in public funding as they have to attract more partners and audiences to make up the shortfall in income, and as the world is becoming ever more competitive – let’s face it we’re all bombarded by choice – they also have to think about how they’re going to stand out from the crowd. Isabel: How can members expect to be involved in the brand project?Jo: It’s absolutely crucial with a grassroots organisation of this scale to fi nd out what the members and Affi liate members think – it’s their organisation. Unfortunately, when people think about brand they jump to conclusions and think of negative headlines like Consignia in 2001, but brand has moved on a lot since then. We develop brands from the inside, rather than imposing something from the outside; we’re here to listen and ensure you recognise yourself in your future brand. Members who attended the AGM were asked what they thought of NADFAS. We also sent out a survey to each Society, conducted interviews and focus groups. And as my mother is a long-term NADFAS member I’ve also been using her as a constant sounding board throughout the process! Isabel: What about the NADFAS name?Jo: The name of an organisation is a TELL US WHAT YOU THINKREBRANDING www.nadfas.org.uk NADFAS REVIEW / AUTUMN 2016 9