A Bristol digital agency whose clients range from the RAC to the UK’s largest bowling centre group has designed and developed a new website and branding for a national organisation for school governors and trustees.
Mentor Digital has completely re-branded the National Governance Association (NGA), giving it a new logo, brand guidelines and on and offline materials.
At the same time, its new website incorporates micro-animations and a seamless user experience, including a complex tagging search and filtering system.
With 80,000-plus members, the NGA is the national membership association for governors, trustees and governance professionals in England’s state schools and trusts.
Mentor Digital managing director Holland Risley said the aim was to create a visual identity that effectively embodied the NGA’s distinctive approach.
“The primary objective was to ensure an exceptional experience for members throughout the website as well as encouraging membership renewal and the utilisation of the wide array of excellent services provided by the NGA by using personalisation and locking down exclusive content,” he said.
“The final execution of the brand was centred on ‘shaping stronger governance’. The brand identity directly references the NGA’s role in shaping the practice and culture of trust and school governance.”
Mentor staged a series of interviews with key NGA members and board members to gain valuable insights and organised workshops with the project team to assess their current standing and identify their desired future positioning.
These collaborative sessions served as the foundation for generating multiple concepts to further evolve their new brand.
The agency also facilitated the commissioning of copywriting services to enhance the communication of the organisation’s core brand and services.
The NGA was then presented with a range of options for descriptors, statements and straplines for the main brand to aid the launch of what Holland describes as “a more confident brand positioning”.
NGA co-chief executive Emma Knights said the fresh new look better reflected the organisation’s mission to shape governance to benefit pupils, while Lynn Howard, chair of trustees at the NGA, added: “Modern, bold and vibrant, the branding refresh reflects the essence of the NGA as we embark on the next phase of our evolution.”
Mentor employs more than 30 people at its base in Kingsdown and a London office.
Earlier this year it launched the first rewards app for the UK bowling industry with Tenpin, the country’s largest bowling centre group operating nearly 50 across the country, including at Bristol’s Avonmeads Retail Park.
Mentor’s other clients include the National Deaf Children’s Society and Wales & West Utilities.
