Branding and Identity for a Government Commercial Framework
Clarion partnered with several Government organisations in the Security and Defence sector to support the introduction of a new commercial procurement framework. This framework aimed to revolutionise procurement by fostering collaboration between departments and suppliers while ensuring seamless adoption by all stakeholders. Our 12-week project involved creating impactful communications materials and a compelling brand identity to engage diverse audiences and achieve the client’s objectives.
Problem
The introduction of the new procurement framework required a significant shift in how customers interacted with colleagues and suppliers during the procurement process. Stakeholders needed clear guidance to understand the new framework’s benefits and navigate its complexities. However, prior to the branding project, there was little existing recognition of the framework. The visual identity and design of the framework would have to play a pivotal part in differentiating it from other procurement tools during rollout, while also addressing diverse audience needs across three departments.
We were tasked with delivering communications solutions that would:
Build recognition of the new framework and the ways in which it was different to preceding contracting mechanisms
Simplify the user journey by clarifying complex processes.
Create a lasting identity that aligned with the framework’s vision and objectives.
Challenge
A major challenge lay in designing a visual and communications strategy that resonated with audiences while remaining consistent with the branding of the parent departments. For senior stakeholders, the materials needed to convey professionalism, security, and value for money as key characteristics of the new Framework. For operational teams and suppliers, they had to be approachable and easy to understand. Striking this balance was essential to building trust and fostering optimisation of the new framework to fully realise its benefits.
Navigating the secure working environment posed additional hurdles. Strict compliance requirements limited the tools and formats available for our designs, meaning we had to adapt our creative processes to align with the client’s operational constraints. For example, we needed to ensure that templates and documents were compatible with existing systems, while also meeting government accessibility standards.
Time pressures further complicated the project. As deadlines shifted, our team had to remain agile, often working within condensed timeframes to meet critical milestones. Collaboration was key, requiring us to maintain open communication and foster alignment between multiple stakeholders across the three government departments. In some cases, these stakeholders had differing priorities or expectations, making it necessary to manage competing viewpoints while keeping the project on track.
Finally, the complex stakeholder landscape required significant coordination. Each department had its own culture and operational priorities, which influenced how they interacted with the framework. Our team had to develop a nuanced understanding of these dynamics to ensure that the final solution met the needs of all parties involved.
Solution
To address these challenges and meet the client’s objectives, we implemented a structured, iterative approach rooted in human-centred design principles. We began with a branding workshop, which helped us lay a foundation for our work by enabling us to define the framework’s personality, key messaging, and strategic goals. This workshop provided valuable insights into how the framework should be perceived by different audiences, guiding the subsequent design process.
Drawing on the Design Council’s Double Diamond methodology, we explored multiple design options to ensure our recommendations were comprehensive and aligned with the client’s vision. The final identity blended familiarity with innovation by incorporating elements of the parent brand’s logo while introducing modern colours and design features to signal flexibility and creativity.
We created a wide range of communications materials, including branded templates, documents, flyers, banners, and animated presentations. These materials were designed to raise awareness of the framework, simplify complex processes, and provide practical support for stakeholders transitioning to the new system.
To address the challenge of explaining the framework’s intricate contract award process, we developed a visual “rich picture.” This engaging illustration was created through a graphic facilitation workshop and refined based on stakeholder feedback. The rich picture was later adapted into an interactive, annotated guide, making it a versatile tool for both in-person training sessions and self-service use.
We also reimagined existing training materials into branded, interactive modules and produced an animated video with voiceovers to support onboarding efforts. Accessibility was a priority throughout the project; we ensured all materials were designed to be user-friendly, in line with WCAG standards and compatible with the client’s systems.
“Clarion’s Design and Communication’s team demonstrated a deep understanding of our unique challenges and consistently delivered creative, high-quality outputs. The results speak for themselves - the framework is gaining interest and recognition, and the materials continue to provide lasting value for our teams. We especially love the rich pictures from the design team! We are incredibly pleased with the outcome and look forward to working with them on future projects.”
Outcome
Our efforts culminated in the successful launch of a distinct, adaptable brand identity that significantly increased recognition and understanding of the new framework. The identity has been applied across multiple channels and formats, driving engagement and fostering adoption among key stakeholders.
Clarion’s work resulted in increased visibility for the client; the branded intranet pages received over 2,200 visits, while animated training sessions reached 400 users. The rich picture received excellent reviews, with one client commenting that it was their “favourite” among hundreds of reviewed materials. In terms of ongoing impact, the training materials and visual guides continue to support stakeholders, ensuring the framework remains accessible and easy to use.
The client’s satisfaction with our work led to further commissions, both within the original project scope and in new contracts. This reflects their confidence in Clarion’s ability to deliver innovative, high-quality solutions tailored to complex environments.
Conclusion
Clarion’s people-first approach, combined with a robust and adaptable design process, enabled us to overcome complex challenges and deliver meaningful results. By balancing innovation with familiarity, we created a cohesive, strategic materials that resonated with diverse audiences across three government departments. This project highlights the value of trust, tolerance and teamwork in driving successful outcomes, demonstrating the positive impact of Clarion’s expertise in delivering communications solutions in secure and high-stakes environments.