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 for them to engage with entrepreneurial role models at different levels.
The programme supports XXX who have an interest in setting up their own business or wish to rise rapidly 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 the decision-makers of the colleges.
We worked closely with the entire Bridge2Business team to generate ideas that would tell a great story about the new organisation and what they were planning to do. We started with the words inspiration, connections & support, to create a range of visual themes for the new brand.
We eventually settled on a brand story of celestial navigation and the old maritime tale that ‘in times of trouble, the stars will guide you home.’ Every entrepreneur at one stage of their journey will hit rocky times and have nothing left to carry them other than ‘absolute faith.’ The use of the star constellation ‘Nashira’ symbolising ‘lady-luck’ for the brave gives real meaning to that message whilst giving the Bridge2Business team a great story to tell.
The identity is a fresh and modern interpretation of the organisation and what it stands, there was such a love of the celestial Navigation theme, that the brand was launched at the Glasgow Science Centre in the Planetarium. The CEO, Geoff Leask, used this platform to tell an audience (looking up at a room full of stars) about Nashira and the brand story that we had created together.
“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 of Young Enterprise Scotland