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NGA Rebrand

The National Governance Association needed a brand that would reflect their modern and vibrant approach to governance and engage their audience on and offline.

Mentor Digital was tasked with enhancing NGA's brand positioning, refining their messaging, and crafting a distinct visual identity to convey their unique approach. The process that followed delivered these key outputs:

  • Brand discovery
  • User interviews
  • Concept design
  • Brand rollout
  • Tone of voice
  • Brand guidelines

As part of the brand discovery we completed a number of interviews with key members of NGA along with the board members to establish their thoughts on the current branding and the direction we were looking to take it in. We also ran workshops with the project team to review where they see themselves currently verses where they would like to be in the future. These sessions led us to come up with several concepts to develop the new brand within.

Modern, bold and vibrant; the branding refresh we reveal today reflects the essence of the NGA as we embark on the next phase of our evolution.

Lynn Howard, Chair of trustees, NGA

NGA also wanted a review of their existing Tone of Voice guidelines. Mentor worked with NGA to commission copywriting to help with how they talk about their main brand and services.

We provided options for descriptors and statements as well as strapline options for the main NGA brand and 4 key sub brands.

The final execution of the brand was centred around ‘Shaping stronger governance’. The brand identity directly references NGA’s role in shaping the practice and culture of trust and school governance. By embedding the visual idea of blocks and shapes from the logo upwards the design language can take on a modern and confident graphical tone that can be both playful and sophisticated, as required.

This fresh new look better reflects our mission to shape governance to benefit pupils

Emma Knights, Co-Chief Executive, NGA

Reshaping the website

In addition to the branding project, we worked closely with the NGA to develop a new website, which was designed by Mentor’s award-winning creative team, and includes immaculate attention to detail throughout the site, incorporating micro-animations and a seamless user experience.

Mentor also worked with the NGA team during the content migration to fully optimise the content on the site and monitor the website’s technical SEO scores to ensure a successful SEO migration and minimise the impact post launch.

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Shaping stronger governance

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