Seren Group

Branding, brand strategy & design support

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The Seren Group is a group of six companies, offering support and housing for vulnerable people. Since the formation of the group, the design and branding had become confused, uncoordinated and the tone of voice was failing to represent the people both within the group and the people they support. Bluegg won a credentials pitch to help them change.

Old Seren Group branding
The old Seren Group brand identity was outdated, tired and no longer matched the personality and aspirations of the group. The 6 part organisation had moved on, but the identity, with its gradients and scientific helix icon hadn't. The communication materials were equally unappealing, using a uncoordinated mix of colours, shapes and layout styles.

The body of work we needed to undertake was vast. Everything from corporate identity and brand guideline development, annual reviews, flyers, adverts, external and internal signage, and all the bits in between. The only way we could tackle this was to start with an intensive period of market research and group discussions. We’d only be successful with this project by having a thorough understanding of the business, its problems and goals.

Once this insight was gained we were able to make informed decisions and as a result we created a set of new identities for the group focusing on the most important aspect of their organisation - people. We also created a new warm, welcoming and helpful brand personality which has been instilled throughout their marketing, and building interiors.

Brand Identity

The main Seren Group logo is warm and welcoming, comprising of fluid shapes that overlap showing connections and communication. A version of the identity was also developed with a head, creating a character we could use as a communication device. The branding was then rolled out over one single weekend. New signage, stationery, literature, the whole shabang. The Group have sinced moved into new premises too and we consulted on all signage from the staff areas to the reception, window frosting, leaflet holders, and all interior signage.

We’ve continued to work with the Seren Group on printed projects and have also started to create digital solutions for them including an interactive and online annual review for 2012. Seren are one of our longest serving clients and we’re proud of the relationship we have forged with them.

Seren Annual Review
In 2012 Seren Group won two awards at the Community Housing Cymru Awards, for Best Design and Best Annual Review – both testament to our work we think. Here's some spreads from the award winning Review, which has received praise for its originality, entertaining tone and engaging design.

Following the rebrand, the Seren Group is now seen as a major housing association partner in its locality.


Amanda Davies, CEO said:

Bluegg are an amazingly creative team, who never fail to come up with the goods. The design work they have done for us has been fantastic and when I think it can’t get better… it does! I recommend the Bluegg team to anyone who cares about their brand and communication.”

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