Connexions brand development

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Market research, brand development and campaign creation for Connexions Bedfordshire and Luton.

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Information was a key strand of the Connexions service, a national advice and support service for young people in England aged 13-19, providing information and support on housing, health, education, work, finance and relationships.

It is vital that all information is succinct, clear and, as a publicly funded service, takes into account diversity and all accessibility requirements.

Bonfire engaged with young people through a series of workshops to gain real insight that influenced the development of our creative concepts and approach.

By taking the core elements of the Connexions brand and blending them with the feedback from the workshops we were able to design materials with more of a youth focus, whilst also ensuring that we continued to meet all the requirements of the Connexions brand guidelines. We developed a unique and distinctive campaign that ensured all content was in a visual language and style that was appropriate and relevant to the target audience.

Feedback from young people showed they appreciated the discreet pocket-sized clam-style information leaflets covering a range of topics from relationships to self-harm. Newsletters, targeted at teachers, were also produced to promote awareness of Connexions services in schools. The staff handbook and annual report were also produced in the new brand communication style and were well received by all internal and external stakeholders.

Connexions Personal Advisers saw an increased level of demand from students coming to the service directly, and teachers contacting the service for further advice and support.

As a result of the success of this campaign work, Bonfire was appointed to produce all Connexions marketing materials for the following year.

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Bonfire are a pleasure to work with. They always strive to develop design solutions that work for us despite being restrained by a tight budget.

Marketing Co-ordinator, Connexions, Bedfordshire & Luton
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