SaBRE

Abstract

Client: National Liaison Employment Committee, Ministry of Defence. This project was completed as a freelance contract on behalf of graphic design company Basten Greenhill Andrews. Lingwood had a key role in the designing and branding of SaBRE – the campaign for supporting Britain’s reservists and employers. This important project for the Ministry of Defence in 2002 included the naming and development of the visual identity to replace NELC (The National Employer Liaison Committee). Lingwood’s role in this project was the design and day-to-day running of the creative aspects of the work, with John McCarron (Creative Director) and Alison Kerr (Account Manager). The new identity focuses on the ‘power of two’, that is, the potential of an organisation that facilitates an effective dialog between reservist employers and the armed forces. By creating a logo and visual language that communicates the benefits of transferable skills acquired through reservist training, Lingwood was able to help identify the core activity and focus of the organisation. The intelligent and powerful logo together with clever supporting photography and visual language create a relevant visual style for the organisation that communicates quality, authority and impact. The scope of the project required the design and production of all aspects of a new visual identity: the new name, logo, typography, supporting colour palette, stationery design, photography guidelines, literature layout and PowerPoint guidelines. These were documented in printed and on-screen guidelines. The completion of the SaBRE branding project involved a rigorous and detailed understanding of all aspects of SaBRE’s unique business and resulted in a new brand that has played a major part in the success of this important and significant ongoing national campaign