Our challenge was to create a visual personality that demonstrates GENeco is an organisation of thought leaders who are offering ground breaking services improving both the planet and their clients’ bank balances. They have forged a unique space in the waste and environmental sector not only as a sustainable option, but as an approachable, human centred company who offer fantastic customer service. They needed our help to make sure their communications visually reflect their business values.
1. Defining the audience
To redefine the visual personality and their digital presence we needed to understand who they are talking to. We worked closely with the GENeco team to identify a set of audience personas, based on their in depth knowledge of their customer base. These personas were a constant point of reference for the team to help qualify decisions, and make sure the new direction was speaking to the right people in the right way. Real world audience representatives were recruited for workshops to make sure our audience hypothesis were tested and validated. The personas were used extensively for both for the UX workshops and for the visual personality discovery workshops.