what:
Senate of Economy- logo and identity evolution for a Non-profit positively impacting decision makers around the world.
The Senate of Economy consists of individuals from the fields of economics, science and society, they contribute to implement practices that are ecologically and socially positive with respect to political, economic, cultural and media-related decision-makers. A well-balanced circle of professionals and friends with an independent mind strive for public good, and not merely personal interests.
The Senate of Economy revives the traditional idea of the Senate in ancient times.
The Senate of Economy revives the traditional idea of the Senate in ancient times.
A brand image that can attract and retain a community ━
One of the main goals for SOE is building a community of forward-thinking individuals. So giving the community something they can identify with is among the most important challenges. The challenge for Farsee was to discover how to align the identity with maximum positive response from stakeholders and audience.
Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from logo design to online experience and everything in between.
Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from logo design to online experience and everything in between.
Moving away from the sameness of institutional companies ━
The Senate is not a governmental organization. It has no place looking like it.
In a sector where little attention is given to standing out Farsee developed an entire identity system to make sure every customer touch-point reflected the brand mission and values.
Discarding the sameness of typical institutional companies, this project was all about rising above that. Making a brand that stands out.
In a sector where little attention is given to standing out Farsee developed an entire identity system to make sure every customer touch-point reflected the brand mission and values.
Discarding the sameness of typical institutional companies, this project was all about rising above that. Making a brand that stands out.
Understanding the audience. ━
The aims of the senate should be achieved through informing and advising decision-makers in politics and administration. Planning approaches to political decision-making on behalf of the public good through senatorial commissions. As well as conversations and events with members of the government, senior party politicians, parliamentarians, scientists, diplomats etc. So it is crucial to first understand to who the senate wants to appeal to.
That is why Farsee started out with creating customer persona based on industry information. This painted a clear picture of their demographics, psychographics, needs and wants.
That is why Farsee started out with creating customer persona based on industry information. This painted a clear picture of their demographics, psychographics, needs and wants.
Defining the brand. ━
Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act.
Finding the right font━
We updated the typeface of the brand to be modern and clean, with just enough character. A typeface flexible enough to work well across large printed displays down to small digital screens.
Brand colors━
The colors were chosen because of two main reasons. To differentiate and to encapsulate the brands culture. A kind the audience identifies with: Active and impactful.
