British Retail Consortium
The British Retail Consortium has a distinguished history of championing retail in the UK and across the world. At a pivotal time for the industry, our brief was to create a new brand that would bring clarity of vision to their cause – uniting every group and individual that retail touches, from retailers and members to consumers and Government. Retail is dynamic, highly adaptive to customer demand and is undergoing transformational change. As the leading trade association for the industry, representing a massive 80% of the retail trade turnover in the UK, the new brand needed to reflect the BRCs ambition to remain strongly influential in an ever-changing world – with increased consumer scrutiny and standards.
DeliverablesBrand GuidelinesBrand IdentityBrand StrategyCopywritingDigital CollateralEvent CollateralPrint CollateralWebsite Design
Advancing vibrant and consumer-focused retail, the BRC stands for what is important to the retail industry and works in partnership with its members to shape debates and influence outcomes.
As the retail landscape evolves, it was important for the BRC to refresh its own brand so that it continues to stand at the forefront of such an exciting, diverse and dynamic industry – and which subsequently enables it to be perceived as a world-leading, credible and highly professional organisation.
We worked closely with key stakeholders within the organisation to clearly define their brand values, personality and attributes. It was vital that the new identity clearly reflected the vision of the BRC whilst solidifying its importance and relevance to the retail industry in the UK.
The final logo was chosen because of its authoritative yet contemporary qualities – putting retail firmly at the heart of the consortium. It’s an incredibly flexible and modular identity that can be easily adapted for the Retail Consortiums of Wales, Scotland and Northern Ireland.
After presenting a range of options that brought the brand values to life in different ways, the preferred route was refined, developed and visualised across a number of consumer touchpoints.
Working to reinforce the logos, we created a visual language evoking transparency and openness – which allows the new brand to role out consistently across every channel, and for all major events in the BRC calendar.
“We’ve worked with We Launch since 2010, and together we’ve created the branding and collateral for each of our keynote events. Not only are the team a delight to work with, but their collaborative approach and the way they have understood and been sensitive to our corporate identity, whilst developing unique identities for each of our events has been truly refreshing. All of this plus they deliver on time and to budgets.”
Caroline Bishop, Director of Business Development, BRC
“The British Retail Consortium has a distinguished history of championing the retail industry and the new branding brings clarity of vision to our cause. Retail is dynamic, highly adaptive to customer demand and is undergoing transformational change. As the leading trade association for the industry we fully realise this and our new brand reflects our ambition to remain strongly influential in an ever-changing world.”
Amanda Callaghan, Director of Corporate Affairs, BRC