BRIDGE2BUSINESS

IDENTITY DESIGN / BRAND LOVE
BRIEF

Bridge2Business is a programme aimed to connect, support and inspire college students into enterprise. It is a part of ‘Young Enterprise Scotland’s’ offering to young people and gives first-hand opportunities to the students to engage with entrepreneurial role models at different levels.

The programme supports young people who have an interest in setting up their own business or wish to build a promising career within the workplace. The loft was tasked with designing a new brand that encapsulates the spirit of the programme and would appeal to both the students and decision makers of the colleges.

SOLUTION

We worked closely with the entire Bridge2Business team to generate ideas that would tell a great story about the brand. We started with the words ‘inspiration,’ ‘connections’ & ‘support,’ to create a range of themes.

The main story of the brand came from celestial navigation and the old sailors’ tale that ‘in times of trouble, the stars will guide you home.’ We wanted to build on the likelihood that every entrepreneur at one stage of their journey will hit rocky times and will have nothing left to go on than ‘absolute faith.’ The use of the star constellation ‘Nashira’ symbolising ‘lady-luck’ gives real meaning to that message and the modern shapes and graphics also support the identity whilst giving the Bridge2Business team a great story to tell.

RESULT

The identity is a fresh and modern interpretation of the organisation and what it stands for while the story of ‘lady-luck’ gives the brand a real edge.

“The team at the loft have been an inspiring, creative and friendly team to work with. Listening to our needs and having a real understanding of our audience ensured that their communications solution is absolutely spot on — highly recommended.”

Geoff Leask, CEO, Young Enterprise Scotland