The original National Development Plan ran until the end of 2006. The Government had its successor ready for launch in January 2007. It was decided that the existing identity was unsuitable for the new Plan, however, it was also important that the new Plan echo many of the values of its predecessor and clearly demonstrate that it was part of an on-going Government strategy of developing the social and physical infrastructure of the State.
Baseline ran a brief workshop with the NDP and Department of Finance senior staff to ascertain as to what was the best way forward for the new identity. On foot of the workshop a new brief was drawn up between Baseline and the NDP office. This brief centred on a desire to ‘evolve’ the current identity to a degree that anchored it visually with the old one, yet presented a clear new direction.
A client we are proud to have worked with over the last 15 years. One essential part of their communications is their Annual Review, an overview of the construction industry that is highly respected and distributed internationally.
Our challenge is to create a new and interesting look every year, arrange for printing, packaging and distribution, but most importantly ensure that it is delivered to a very tight deadline.
Unusual in the design industry is to have a relationship with a client that goes back more than fifteen years as is the case of Access Control Technology (ACT). Access Control Technology approached Baseline initially to develop a brand identity and handle the initial roll out. This would have included developing a logo suitable for implementation into the firm’s products as well as a suite of corporate and promotional collateral. The company was engaged in security device manufacturing which it was hoping to export to Europe. The first challenge was the name of the company which is quite long yet it needed to appear in some way on every product in a distinctive way. We agreed with the client to abbreviate the name to ACT which provided us with the opportunity to brand all of the devices, some of which are particularly small in size. From our initial contact we have developed a relationship with David Tymlin, the Managing Director and his team and have provide marketing advice as well as designs for all literature, exhibition graphics and website – in fact Baseline have over the past 15 years being responsible for every visual facet of the company.
Greenstar was the name chosen for the Celtic Waste Group. Greenstar required an identity that would unite the various acquired waste management companies under a single banner, delivering clarity of message and purpose to staff, customers and suppliers. We, at Baseline, assisted the company in the brand strategy, brand naming and brand visualisation. Each of these processes required complex sign-offs and buy-ins by all internal audiences and the parent company NTR. These were achieved through a series of workshops, strategy meetings and presentations. The new identity and its implementation was handled completely by our branding team. In essence our goal was to deliver a name and an identity that reflected the aspirations of Greenstar. The central aspiration was to depict an enterprise that set standards in a sector which was at the time, disorganised. The ‘Star’ clearly reflects the drive to achieve the highest rates of success and service in this complex sector.
Xsil is a highly specialised technology company developing and manufacturing innovative laser micro machining systems for the semiconductor industry. Established in July 2000, Xsil has become a leading player in the application of laser technology.
The communications goal was to position Xsil as the leading company developing laser technology for applications within the semiconductor and wafer processing industries. The new identity also had to diminish the start-up appearance of the organisation and reflect the global goals and objectives of Xsil as a successful, financially strong and innovative company focused on delivering leading edge technology solutions.
Waterways Ireland was set up under the Belfast Agreement, replacing three established Government agencies, Waterways Services (Dúchas), the navigation functions of the Rivers Agency in Northern Ireland and functions of Shannon-Erne Waterways Promotions Ltd. As a new organisation with over 250 employees Waterways Ireland needed an identity. The new identity had to represent an All-Island body, reflect its unique authority and represent its core values of Strength, Distinctive, Independent, Caring, Environmental and Connecting.
