Digital communications: UKonline

The brief

In 2000 the government launched a number of initiatives aimed at making the UK a world-leading knowledge economy by 2005. At the heart of this agenda is the existence of a 'digital divide', where 20% of the UK population has no desire, ability or means to access the Internet.

To raise awareness of the issues a campaignable identity, UKonline, was created to support the initiatives aimed at enabling access to the Internet from public places, from the home and to encourage training.

Developed as a campaign mark rather than a signature for digital services, the identity spawned a number of sub-brands. We were asked to audit the effectiveness of the UKonline brand identity across all digital platforms and offline media.

The solution

We engaged a process of research, user evaluation and accessibility testing to audit all the channels and vehicles where the UKonline master brandmark and sub brands were represented. As a result of the evaluation, we concluded that the mark could not meaningfully function across a wide range of environments including emerging technologies, digital TV and mobile devices.

"The Team helped us to answer some pretty big questions about where the brand is, where it should go and how we might get there. They are an agency who are intelligent and thoughtful and not afraid to tell it as it is. They are a pleasure to work with."
Penny Dolby, Head of Marketing and Branding, UKonline