ScaleUp is a new initiative under the umbrella of the Northamptonshire Growth Hub (NGH) and part of SEMPLEP group. They provide support for high growth businesses to allow them to scale quickly. We were commisioned by communications agency Jump to design the new brand identity and website for their client in late 2017. The new brand had to align with the existing NGH and SEMPLEP brands while remaining distinct.
To ensure that it could be used without accessibility issues we first tested the contrast levels of the NGH and SEMLEP brand colours. We found that they didn’t meet minimum WCAG 2.0 AA contrast levels but proposed that with minimal change we could ensure that they met the maximum AAA Level. We designed a range of iconography and tested the use of each in the context of a responsive logo. This ensures that the selected identity will remain distinct and readable at all sizes and in all use cases.
The selected identity is crisp and conveys the main ‘growth’ message of the brand while aligning well with its parent brands. Following approval and delivery of the finished brand identity, we are currently working with both Jump and their client to develop the website scope before commencing the next phase of the project.