Bridge2Business is a programme aimed to connect, support and inspire college students into business. The programme is a part of Young Enterprise Scotland and offers college students first-hand opportunities to engage with appropriate entrepreneurial role models. The programme supports those students who have an interest in setting up their own business or wish to be more enterprising in 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.
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’ and created a range of themes. The main story of the brand eventually came from celestial navigation and the old sailors’ tale that ‘the stars will always guide you home’. Every entrepreneur at one stage in their journey will hit rocky times and will have nothing left to go on other than ‘absolute faith.’ The use of the star constellation ‘Nashira’ which symbolises ‘lady-luck’ gives real meaning to the modern shapes and graphics that support the brand identity as well as give the people representing the organisation a great story to tell.
The brand and resulting guidelines are a fresh and modern interpretation of the organisation and what it stands for. More importantly, the story of ‘lady-luck’ gives the brand substance. The visual frameworks created provide lots of potential for further ideas as we work with ‘Bridge2Business’ to build the brand further.
“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