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TCV
TCV is an incredibly successful charity and one of the biggest volunteer organisations in the UK, facilitating thousands of local community environmental projects every year. But like many charities, it was facing a multitude of problems including; very low public awareness, a name that was almost impossible to retain, a funding landscape that had shifted massively, and a lack of self-confidence born out of the disparate organisation with multiple focuses and objectives.

ASHA worked with the team at TCV to; develop a strong position, re-establish the cause at the heart of the organisation, develop a new way for the charity to view and talk about itself, create a visual and verbal expression of this, and to look at where new revenue streams could be established.
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The positioning

TCV prides itself as being the most prolific conservation volunteer organisation in the United Kingdom. TCV is firmly rooted and focused on activity at a local level. The beginning of this project was to position TCV internally as the UK’s ‘Conservation Home Guard’. This helped to build a foundation for the new TCV brand identity.
The cause

TCV is all about ‘Reclaiming Green Places’. The volunteers do so much more than this, but it’s at the heart of everything. Recreating green places at the heart of local communities is something they have been doing since 1959. To make sure we don’t forget, they now say ‘Reclaiming Green Places since 1959’.
The call to action

There is a wonderful simplicity about helping people re-connect with nature. The benefits are huge and widespread – it’s a simple solution for complicated issues, and TCV can demonstrate enormous social, community and personal benefits. But at the heart of this is a simple call to action; ‘Join in, feel good’.
Creating awareness

Serving other people creates issues of its own. This is particularly true for TCV as they don’t own the local environments they support. We had to find ways of ‘owning’ the projects and the activities, so that everyone understands who it is that’s making it happen. Now TCV can plant their stake in the ground in the place they are rejuvenating. Bunting also allows TCV to own the project sites and give the volunteers a more cheerful environment to work in.
This is also true of many of the offices where TCV facilitate the work of other organisations. This presented particular challenges with signage, and also the area of corporate partnerships.
Brand architecture

TCV has activities, groups, campaigns, partnerships and sites. One focus of the rebrand was to help position and place these activities under the one TCV umbrella in order to build value in the overall brand and create order. This was achieved by creating a strong visual architecture for each activity.
A new role for the centre

One of TCV’s great strengths is the fact that it is a network of locally motivated groups and volunteers. So the new visual identity and brand behaviour had to be packaged so that it could be implemented easily and effectively by the local teams. This had to be done by inspiring compliance rather than instructing it – by making it easier and better to be part of the new identity, than to hold on to the old.

Nowhere better is this demonstrated than on the website, where templates were provided for the local groups so that it was easy for them to have their own content, but remain within the TCV overall site. A whole new architecture and approach had to be developed for the website, which can now be additionally used as a revenue generating tool, and works on a national and local level.
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Tone of voice

‘Join in, feel good’ demonstrates the straightforward way the organisation can talk about itself. This is all about groups of everyday people from ordinary communities getting together to make a difference. The tone of voice is straightforward, informal and realistic. There is no overclaim or selling, just the simple notion that joining in will make a world of difference and you’ll feel better.
Livery specifications were developed for likely vehicle types including a set of flexible templates to help TCV brand whatever vehicle they needed.
Stationery and literature

Core stationery and literature templates were developed for centralised offices and local community groups. This enables local projects to deliver the new TCV brand but also allows them to maintain their localised theme.
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On-screen guidelines

A set of on-screen guidelines were developed demonstrating main guiding principles around the new TCV brand. These are now in use and are distributed to partners and suppliers, helping TCV maintain control of the new brand identity.
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ASHA ranked in the top 50 – ASHA is ranked 36th in Design Week’s UK Creative Survey of all agencies. 2012
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A new platform for safety – ASHA is proud to announce the brand relaunch for one of the leading safety experts for the gas and oil industry. January 2013
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