Active Black Country is a major initiative across the diverse and vibrant region of the Black Country, home to more than 1.2 million residents with a mission to address health inequalities and inspire communities to lead more active, healthier lives.
To strengthen that mission, the organisation needed a refreshed brand to energise local engagement whilst standing out within a growing national network of strategic partners.
They approached IDM to create a visual identity that captured positivity, inclusivity and the unmistakable character of the Black Country. Not only did their brand need to reach local residents, but also stand out amongst the ever growing network of strategic partners across the UK.
Increase in engagement for sign-ups to their activity portal
Customer satisfaction survey of regular activity users
Assets rebranded - across stationary, merchandise, websites and signage.
IDM Design delivered a complete brand package — new logo, brand guidelines, photography assets and a suite of branded collateral. Being rooted in the Black Country at our Wolverhampton based studio, our in‑house design, photography and media production teams brought genuine insight to the project, shaping a brand that not only reflects their mission, but also the region’s identity and community.
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"Having grown up in the Black Country myself, and with a passion for living an active & healthy lifestyle, having the opportunity to work on a full re-brand for Active Black Country was naturally a fantastic way to be able to offer my take on how this organisation is to be perceived over the coming years. Following on from our initial briefing, we carried out a research phase to gauge perceptions of not only the previous branding style, but other service providers from across the UK. We analysed our findings to propose five guiding principles that would ensure that the new brand would be sufficiently unique and vibrant to allow it to stand out nationally, and be instantly recognisable by all stakeholders, and of course, the people of the Black Country."
