News Straight from FIG HQ

New name, branding and website for compliance service

January 2020Helen

The Compliance People provide all the tools, support and advice organisation’s need to manage environment, health & safety and quality-related compliance obligations.

Newground approached FIG to redesign and build the website for their Legislation Update Service (LUS).  As part of the project, we were asked to review the messaging and tone of voice of the service and FIG suggested carrying out some client interviews to get a better insight of their offering and how they were perceived in the marketplace.

FIG’s Remit

The research was enlightening and illustrated how respected LUS was as a service and how clients relied on their subscription-based services and their consultants to stay compliant. None of this came across in their current branding or messaging and, based on the feedback, FIG recommended a full rebrand. The rebrand included a rename to The Compliance People to reflect the people-centred nature of the highly-regarded professional consultancy service.

Part of Newground CIC and originally established as a Groundwork Trust in 1990, profits from LUS are given to charity. With new market entrants positioning themselves as SaaS (software as a service) compliance providers to compete with LUS, there was a need to lift the name, branding and positioning in line with its significant legacy, experience and propriety system.

Strategic Deliverables

The insight with staff and clients determined the push for a new name and The Compliance People was recommended. FIG then used the research to undertake a branding exercise, delivering a mood board of the proposed brand story for The Compliance People that was confident, knowledgeable and approachable.

We delivered:

  • Customer insight research
  • Staff insight exercise
  • Devised new positioning and messaging statements
  • Brand strategy and brand development
  • Developed colour palette, typography and new illustration style
  • External brand messaging
  • Tone of voice, personality and brand book
  • Digital strategic support
  • Corporate website design & development
  • Reorganised, rewrote and streamlined site content
  • Marketing collateral to help launch the rebrand internally to staff and externally to customers

The Results

The new look and feel of The Compliance People branding and website are on a completely different level to how LUS communicated previously. It has lifted the organisation, setting them apart from the competition. FIG delivered an engaging, vibrant online presence that reflects the personable approach whilst promoting their expertise and highlights their capabilities. It explains the compliance story succinctly and communicates the benefits of working with them, how it can help and why they are the right choice for your business.

Sarah Beeston, Legislation Update Service Manager, The Compliance People said, “We launched the new branding and website in December 2019 and the initial feedback from clients and staff has been very positive. Working with FIG has been really good, they held our hand throughout the whole process, which was a massive step for our organisation as we have not only rebranded but changed our name as well! Such a change is not without risk but FIG has demonstrated how this is the right thing for us to do and how it is a brand for the future, not just for today, which is very exciting. The web implementation was very smooth and we are very thankful for FIG’s expert help and support.”

See the finished website here >

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