The context

After years of division, schism and silo building The British Horse Society had become internally fragmented and unaligned. External perceptions were of an organisation that felt outdated, but more importantly had become irrelevant to much of the core target audience of horse owners and riders.

The connection

Through audience research and market analysis, together with communication workshops with stakeholders, we defined a clear, compelling and differentiating position for the organisation. This resulted in a new logo, look and feel. A new tone of voice was developed and embodied in a new strapline.

In addition to a messaging matrix by audience and a new supporter recruitment strategy, we also helped redefine internal processes to integrate communication across the whole organisation.

The crunch

In recent staff survey, 12 months after the embedding and roll out of the new branding, 98.5% of staff strongly agreed or agreed that they understood the BHS Brand Values and unique selling points.