Refreshed visual identity for increased impact
The Government Actuary’s Department (GAD) provides actuarial advice and analysis to the UK government, devolved administrations, local authorities and the wider public sector.
The background
Entering a new phase of its strategic plan, GAD needed to raise awareness of its services across Government departments. To achieve this, the department required a refreshed visual identity that better represented the breadth of its work, positioned it as modern and professional, and elevated its presence among both Government peers and private sector competitors.
Visual concept
Our creative team carried out a series of discussions, desk research and a sector audit to fully understand GAD’s brand challenges and aspirations. Their work is broad. Far broader than their private sector peers who generally tend to focus on individual areas of specialism.
Our vision was to unite their work, their clients and their people together in a flexible identity that made an impact and elevated their presence.
We developed a flexible visual system based on triangular graphics that combine into expressive, freeform shapes known as ‘murmurations’. These became the core brand device, adaptable across applications from large event banners to small-scale digital content.
The concept unites the organisation, and reflects the fast paced, ever changing financial landscape that GAD operate in.
Data visualisation
A key area for development was a refreshed colour palette that would increase the clarity and accessibility of their data visualisation, and increase the impact of their communications.
A new colour palette was introduced, designed to be WCAG AAA compliant, ensuring accessibility and improving legibility in data visualisation.
Brand roll out
A suite of practical assets were developed that enable GAD to create on-going marketing and communications in a consistent and impactful way. PowerPoint templates, document and report templates and marketing flyer templates were created along with master presentation layouts covering all of GAD’s work for use within any presentation.
A new icon suite was created to unify the use of icons across GAD, which had previously seen an array of different styles used throughout presentations and reports. The suite is designed to compliment the triangles and work at both small and large scale.
Motion design was also integrated, with animated idents created for social media, corporate video, and internal communications, bringing the brand to life in dynamic and engaging ways.
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