One Hounslow is an innovative approach for change – It provides a single, coordinated and outcome-focused framework that reshapes the Council’s services and ways of working. The programme will be delivered across the Council's four pillars – education and work; economy; health and wellbeing, and placemaking and community. It is framed by the organisations values created with staff through an internal culture change programme.
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Hackney Design Studio were commissioned by Hounslow Council to create a visual brand identity for the One Hounslow corporate programme. This commission involved the creation of a cohesive and impactful visual brand system designed to represent the programme's core values, objectives, and overall vision.
The aim was to establish a strong and recognisable brand presence that could be consistently applied across various communication channels and platforms, effectively engaging stakeholders and the wider community with the One Hounslow initiative.
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To implement the One Hounslow brand, the team used a brand decision tree. This methodology guides council officers and designers, ensuring all communication aligns with the One Hounslow program and Hounslow Council's broader objectives. The decision tree prompts users to consider the Council’s four strategic pillars when creating content, helping them choose appropriate color schemes and logos.
Additionally, a verb-centric approach was used, focusing on actionable language. The brand narrative revolves around three verbs: "engage" (fostering interactions), "connect" (linking residents with resources), and "deliver" (fulfilling requirements).
Visual consistency was maintained by keeping the existing corporate typeface, but the color palette was expanded for greater versatility and expression, allowing for a more nuanced representation of the Council's activities.
