Dorset and Wiltshire Fire and Rescue
Government cuts and efficiency drives meant the two individual brands: Wiltshire Fire and Rescue and Dorset Fire and Rescue took the initiative to join their Authorities to reduce the impact on their resources and abilities. This would involve the loss of their current brand identity, which would have the potential social and inner culture repercussions.
Since the two Fire Authorities had operated independently for such a long time, they already had a very strong sense of their own identity and purpose. Facing the prospect of a merger the staff and stakeholders where very guarded and worried about how it would affect their own identity as independent Fire Authorities. On that basis we were specifically asked to develop a brand that work show a positive coming together of the Fire Authorities.
Working to simplify the key graphic asset of each of their respective heritage elements, we created sharper, modern and matching icons – resulting in two consistent brand properties. We then bridged the two heritage items with the torch, metaphorically forming a bridge between the two fire Authorities.
A hugely successful project that delivered both a quality new brand identity and a vehicle for two longstanding Fire Authorities the combine in a positive way.