neo - the positive change agency

Neo is The Positive Change Agency.We specialise in helping organisations that wantto bring about positive social and environmentalchange to communicate more effectively.

What we believeHere at Neo we believe that every individual and organisation has the potential to be an agent for positive change.

We also believe in the power of communication to bring about social or environmental change. Our experience has shownus that the most effective way for organisations like yours to communicate is through sustainable communication.

Sustainable communication is about making the best possible use of people, pound and planet to deliver maximum impactfrom minimum resource. It is the perfect approach to take if your organisation cares about people, is concerned aboutclimate change and wants to get the best possible return for your investment.

If your organisation is working to bring about positive change in the world, you may want to consider how Neo can helpyou to communicate in a way that has a positive and lasting impact.

Sarah, Matt and Nick from Neooutside ORBIS Flying Eye Hospital

charities

public sector

socialenterprises

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nbu

sine

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communications& marketing

branding &identity

fundraising

design

media relations& events

campaigns

socialmarketing

organisationaldevelopment & change

positivechange

thepositivechangeagency

Find out how we can help you create positive change todaycall 01273 600 500 or visit positivechangeagency.co.uk

How we can work with youYou can work with Neo on a project by project basis, or to help you optimise your investment, we are happy to createa lasting and beneficial partnership with you.

Who we work withNeo only works with organisations that are committed to positive change such as charities, social enterprisesand public sector initiatives. Some of the great people we have worked with include:

Greenpeace International, Environment Agency, WWF, British Ecological Society, Help The Aged, Crisis, NCVO, CSV,Homeless Link, ActionAid, Bond, RedR UK, Arts Council England, ORBIS, EIRIS, Wellbeing of Women, Counsel and Care,NHS trusts, local authorities and regional bodies.

What we doHowever you communicate, we can help you doit better by working with you to provide a rangeof services that could include:


Ethical Trading InitiativeImproving workers’ lives

The company we keep


Wellbeing of Women



Neo have proven to be a consistently creative and reliablecommunications partner across a range of projects. Their expertiseand support has been extremely valuable to us.Toby Cotton, Head of Art Direction, Design and Production, Greenpeace International

This fragile earth deserves a voice.It needs solutions. It needs change.It needs action.

Not just radical activistsGreenpeace International has never considered themselvesa ‘brand’ and that was part of what made them thebelievable, passionate and independent organisation thatthey are. But they no longer wanted to be known only fortheir activist work, but also to tell the story of how theywere pro-actively solving the planet’s major challenges.

Overcoming a brand-sceptic’ culture, while morepronounced with Greenpeace, is common with many not-for-profits. Navigating this with Greenpeace involved:Embracing the new without losing their senseof heritage

To create inspiring and useable identity guidelines andtemplates to encourage Greenpeace offices world-wideto adopt them.

Enabling positive changeUsing the strategic research as a platform, Neo workedin partnership with Greenpeace to develop their first everbrand guidelines. The guidelines needed to:

Pay homage to the activist origins of the organisationwhilst capturing the evolution of Greenpeace’s solutions-focused work

Brings this duality to life through real stories

Avoid all negatively perceived brand jargon such as“overarching idea” vs “essence”, “what we believein” vs “values”.

Subsequently, Neo rolled-out the brand across a numberof campaigns and publications including:

The annual report

Various campaign reports

The Greenpeace calendar

Website design

The challengeGreenpeace International undertook a brand review designed to portray the organisation not just as an activist group,but also to reflect their lesser known pro-active work, solving some of the world’s major environmental problems.

brand review • creative concept • brand guidelines • design & publications • eco-print

PhotoOpportunityBare Witnesses

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reenpeace/

Wuertenberg



Our new brand supports our desired positioning perfectly in terms ofboth new visual identity and also clarity on our tone of voice. The processwas excellently led and conducted by Neo, and delivered to a high qualitywithin tight resources and timelines.Nick Roseveare, Chief Executive, Bond

The uniting force for the strength, influenceand effectiveness of UK internationaldevelopment organisations.

Inspiring, leading, challengingNeo was asked to carry out a full strategic review ofBond’s brand and communications and develop a brandpositioning and identity that reflects the leadership rolethat Bond now plays in the sector.

Closing the brand gapWhat is the role of the brand within the organisation? Howcan the brand help realise their ambition? These are someof the fundamental and essential questions that we ask atthe start of the brand identity process. Getting a clearsense of the organisation’s strategic purpose and context isa crucial step before moving on to creative development.

Phase 1: Brand Strategy

Independent Brand Analysis: We started by carrying outa strategic review of the brand including a competitoranalysis, peer review and communications audit

Stakeholder Engagement: Being a membershiporganisation founded on collaboration, consulting keyBond audiences was a very important part of the process

Strategy & Positioning Workshop: Our brand workshopsare strategic decision-making opportunities with keystakeholders to formulate clear strategic objectives priorto creating a new brand positioning.

Phase 2: Creative Development

The ‘Big Idea’: Our creative brand concepts are built ona ‘big idea’ that brings the essence of a brand to life.For Bond this was ‘Bringing the internationaldevelopment sector closer to its world vision’

Identity & Guidelines: Based on the big idea, we createda new logo and brand identity for Bond including a visualand verbal tone of voice, typography, colour usage andcomprehensive brand guidelines

Brand Roll-out: With the new identity defined we wenton to develop a suite of marketing materials bringing therefreshed brand to life. Materials included stationery,members’ networker magazine and annual report.

The challengeBond began life in 1993 as a network of British NGOs working overseas and subsequently grew into the leadingrepresentative organisation for the UK’s international development sector. In that time, Bond outgrew its oldbranding which failed to reflect its evolving leadership role.

brand review & strategy • stakeholder & employee engagement • design & publications • eco-print

Bond brand strategy workshop



Neo effectively communicated what we are all about.We really valued their input. It made a strong contributionto the marketing and identity of Zaytoun.Heather Masoud, Co-Founder, Zaytoun

To help secure political, economicand social freedom for Palestine.

Bringing focus to a fledgling enterpriseAs a Community Interest Company, Zaytoun had grownorganically since 2004 and in order to firmly positionthemselves in the market, they needed to bring focus andconsistency to their communications. Neo was approachedto review the brand and bring the product into alignmentwith the cause by creating a potent awareness-raising andincome-generating brand.

Our starting point was to develop a cohesive and wellconsidered communications strategy, fulfilling theimmediate needs of launching the world’s first Fairtradeolive oil at Fairtrade Fortnight in February 2009.

Phase 1: Review and development of a short term andongoing communications strategy

Neo engaged with key stakeholders in the form ofworkshops, interviews and questionnaires to clarify:

A clear positioning and identity for Zaytoun that broughtall the strands of the organisation into a coherentmarketing strategy

Target audience analysis and segmentation

Key messages.

Phase 2: Bringing the brand to life

In order to maximise the opportunity of FairtradeFortnight, Neo:

Re-designed Zaytoun’s product packaging and websitecreating a brand that would be more appealing toretailers and ultimately boost sales

Implemented the media launch of the world’s firstFairtrade olive oil from Palestine including in-storepromotion, press conference and artisan tour.

Enabling positive changeThe re-designed packaging and widespread mediacoverage contributed to a 30% increase in sales andopened the brand up to a mainstream audience.

The media launch secured over 80 pieces of coverage innational and specialist media including The Guardian, AlJazeera, a feature in Observer Food Monthly and a featurein Social Enterprise magazine.

Zaytoun went on to win the Times Reader’s award forWomen in Ethical Business as well as the Arab-BritishCulture & Society Award.

The challengeZaytoun was a small enterprise with big ambitions and needed to build a strong, consistent and recognisablebrand that could match those ambitions and support the launch of the world’s first Fairtrade olive oil.

brand strategy & identity • packaging design • media relations • website design & build

We are proud to have been part of helpingORBIS to communicate their vision of a worldwhere no-one is needlessly blind.Nick Christoforou, Managing Director, Neo

readrecycle

reactNeo offer superb creativitywithout compromisingour budget or brand.Phil Hesmondhalgh, Design and Print Manager, ActionAid

I am writing to say how much I enjoyed issue one of Action.From cover to cover there is something to interest everyonewho cares about the state of the world’s exploited people.ActionAid supporter

A world without poverty and injusticein which every person enjoys the rightto a life with dignity.


Supporter magazineActionAid wanted to reach a younger audience and at thesame time strengthen the loyalty of its established oldersupporters. ActionAid not only wanted a fresh look andfeel to the magazine that would engage and mobilisesupporters to end poverty together, but also to create aproduct that could stand out as a leading publication.

By combining dynamic design with contemporarycommunications techniques, Neo transformed the existingsupporter magazine, Common Cause, into a cutting edgestand-alone publication renamed ‘Action’.

Enabling positive changeThe outcome was a step-change in the way ActionAidconstructed and conveyed content in the publication.The new content layout linked internal departments, issuesand the reader in a way that not only made for a morestimulating reader experience, but also more effectivelydelivered on ActionAid’s aims and objectives. Actioninstantly galvanised supporters into a 70% increase indonation and resulted in a deluge of supporters seekingto take action to end poverty.

Annual reportActionAid briefed Neo to design the 2008/9 Annual Review to:

Push the boundaries of traditional annual reviews

Promote the essence of ActionAid’s brand (Together) andbring to life their brand personality by rigorously applyingtheir brand guidelines.

Creative developmentAfter working with ActionAid to explore numerous creativedirections, we arrived at an innovative solution that met thedemands of the client’s brief with:

A broadsheet size format with full-page images to makean instant impact

An original concept for communicating the work of thecharity in the shape of a ten step guide outlining how allthe work that ActionAid does is designed to take it closerto its vision of ending poverty

Calls to action in every section of the review highlightinghow the reader can take action to support specific areasof ActionAid’s work (e.g. get more information, sign apetition, make a donation, volunteer time, etc.).

The challengeActionAid is an international charity that has been fighting poverty worldwide since 1972. In 2009 it asked Neo to overhaulsome of its key publications to engage more effectively with its supporters and inspire them to take action to end poverty.

naming • brand strategy • creative concepts • design & publications • editorial direction & support




NCVO – National Councilof Voluntary OrganisationsNeo partnered with NCVO to deliver a groundbreakingconference on sustainable publishing. NCVO wanted totake a fresh look at their conferences and Neo developed anew approach and format for NCVO that puts the delegatesat the heart of the action. This new approach attracted afantastic range of participants from organisations includingThe Eden Project, FSC, Sustainable DevelopmentCommission, Friends of the Earth and Penguin Books.

UK AwareNeo has been the marketing partner for UK Aware since itsinception in 2007.With the support of Neo the event hasgrown to become the UK’s largest green lifestyle exhibition.As well as creating the original brand and website, Neoprovides ongoing marketing and brand consultancy. Neo'spresence at the events has included creating the 'Room forChange' – a virtual living room decorated with eco-friendlyproducts, installations and practical messages for greenerliving. For 2009 Neo devised, judged and presented the UKAware exhibitor awards.

Forum3 (Take a Stand)Forum3 is the UK's only recruitment event for the not-for-profit sector. In 2008 Neo created and hosted a newfeature called Take A Stand – an impromptu speakers’area, designed to celebrate the huge array of talentcurrently working in the not-for-profit sector. Throughoutthe event, a range of inspiring people took to the soapboxand shared their passion for working in the sector withjobseekers, exhibitors and passers-by.

Energy Saving TrustNeo was appointed to create an eco winter wonderland forthe Energy Saving Trust's showcase event featuring 35 ofthe most energy saving products on the market. Neo's setwas made entirely of eco-friendly, Fairtrade, recycled orsustainably produced props and materials. The 'GreenQueen', Lorraine Riley and 'The Energy Doctor', AdamVaughan from SmartPlanet, were on-hand throughout theday to provide essential energy saving advice.

The challengeNeo constantly seeks innovative and effective ways for organisations working for positive change to get the rightmessage to the right audience. Helping our clients to create groundbreaking, experiential events is just one of theways we do this.

creative concepts • event design & set build • speaker recruitment • facilitation • video production

Events for Positive Change

Energy Saving Trusteco winter wonderland

UK Aware exhibitor awards

It was a brilliant day and all involved here were really pleased.The attention to detail made it feel so much more professional,and has definitely raised the standards for future events.Bonnie Craig, Publications, Promotions and Marketing Officer, National Council for Voluntary Organisations (NCVO)

Mike Petty, Publisher,The Eden Project

The speakers atTake A Stand made us

laugh, cry and think. It was a rem

arkably

effective way togive people a vo

ice.

Glen Poole, Communications and

Training Director,Neo

Neo helped to bring the Forum3 recruitment exhibition tolife. Producing a speakers’ corner created a great buzz atthe event and a real sense of engagement and understandingwith visitors.Deborah Hockham, Director, Forum3



Neo took a complex brief and created a user-friendly site that effectivelycommunicated ethical money issues to consumers.We are extremelyhappy with the end result and with the positive response so far.Mark Robertson, Communications Manager, EIRIS

To empower responsible investors with independentassessments of companies and advice on integratingthem with investment decisions.

Neo have worked with EIRIS since 2006 supporting themwith their marketing and communications.

Charting new territoryMost recently we conceptualised, designed and builtyourethicalmoney.org, the world’s first ethical comparisonsite. The process entailed working closely with the client todevelop the content by taking a large amount of complexdata and turning it into information which was relevant anddigestible for the end user.

EIRIS wanted the new website to:

Engage with a diverse range of audiences

Draw consumer attention to, and raise the profile of,ethical money issues and encourage more people toconsider ethical options as part of their financial planning

Reflect EIRIS’s values

Have an infrastructure that is maintainable, with acontent management system (CMS) that would enablestaff to create and update content without knowledge ofwebsite development.

Target audienceUK Consumers

People with learning disabilities or cognitive impairment

Consumer groups,

NGOs

Partner organisations

Product providers

Media

Staff.

Ethical finance goes mainstreamFor the first time consumers have access to vitalinformation about financial providers enabling them tochoose more socially responsible financial products.

Users can search for their financial product providers,view their green and ethical credentials, and also accessinteractive guides on ethical banking, credit cards,investments, mortgages, insurance, pensions and childtrust funds.

The challengeEIRIS wanted to change the face of consumer finance by creating the world’s first ethical finance comparison site.The challenge was to translate highly complex data into accessible information that would empower consumersto invest their money based on the social and ethical credentials of the financial products.

marketing strategy & support • website concept, design & build • content analysis • database design

To improve lives by providing thebest quality health and social carefor our service users and their carers.


Our approachOxleas is one of the largest health and social carefoundation trust’s in the UK. Its original focus was onmental health, but in recent years has expanded its rangeand number of services which highlighted the need to carryout a review of its communications.

Neo carried out a communications audit, competitoranalysis and an employee engagement process to informan overarching communications toolkit.

Going onlineBased on the refreshed communications strategy, Neodesigned and developed a new website to:

Engage better with audiences

Enhance the Trust’s reputation and market its services

Provide an online database-driven directory of mentalhealth, learning development and community activities

Take advantage of opportunities provided bynew technology to communicate the Trust’s services.

Enabling positive changeThe communications toolkit developed for Oxleas hasprovided the organisation with a clear set of guidelinesthat have helped it build a strong, consistent andrecognisable brand

The website has provided a flexible and engagingplatform for the Trust to communicate with its audiences

The Content Management System (CMS) has providedthe communications team with a permissions basedsystem for authoring and publishing content from acrossthe Trust. The CMS automates many tasks makingupdating quick and efficient

Neo are engaged on a service level agreement (SLA) toprovide ongoing support for the website and arecurrently developing additional features including the useof social media to engage users.

The challengeTo develop a detailed content-managed website that could radically improve the way the Trust communicateswith the outside world and set standards for the effective implementation of the Trust’s new branding.

communications strategy • employee engagement • website design & build • bespoke CMS • SEO


Neo's creative approach and can do attitude empowered us to create aninnovative, user friendly website which many of our competitors are tryingto copy. They were flexible as our needs and aspirations developed. It wasa success because they focussed on the entire project rather than just thetechnical solution.Russell Cartwright, Head of Communications, Oxleas NHS Foundation Trust

The design work Neo have done for us has been of an excellentstandard. Our latest annual report and magazine look really goodand have been very well received.We are also very pleased withtheir commitment to sustainability which reflects our own.Alistair Moses, Communications Manager, South East England Regional Assembly

For the South East of England to be a distinctive, outward-looking, accessible region of prosperous, sustainablecommunities, with a high quality of life and environment.


Communicating with one voiceThe Regional Assembly’s remit was to develop a South EastPlan presenting a vision for the future of South EastEngland. This included outlining how to respond to theopportunities and challenges faced, such as housing, theeconomy, transport and protecting the environment.

A major hurdle was how to successfully communicate witha diverse range of stakeholders including Assemblymembers, local authorities, sports and educationalorganisations, charities and housing trusts, faithorganisations, central government and business. TheAssembly had recognised a need to be clear on itspositioning, identity and message. Neo were engaged assole supplier on a three year framework to refresh thecorporate identity and support the Assembly as the brandcommunications partner.

The key objective was to provide a platform for consistentand accessible communication across the strands of theAssembly’s remit which Neo achieved through consideredbrand architecture and a colour coded set of sub-brands.

As part of the framework Neo also carried out direct mailcampaigns, advertising, media buying and web design. Wewere also responsible for sustainable print solutions for highvolume publications.

Enabling Positive ChangeNeo’s communications solutions placed a human faceon the organisation making it more accessible,connected and engaged with its audiences

Our work was pivotal in helping the Assembly effectivelycommunicate the The South East Plan which waslaunched in May 2009.

The challengeTo help the South East England Regional Assembly, to reach its target audiences more effectivelyby communicating information that is often seen as dull or complex in a clear, consistent and engaging way.

brand identity • sub-branding • publishing • design • media buying • direct mail • eco-print


PLANNING AND TRANSPORT

4. REVISING THE REGIONALSPATIAL STRATEGY

Cllr Keith Mitchell and Cllr Christine Fieldsubmit the South East Plan to Government

We were thrilled to be involved with this innovativeand exciting project. This calendar gave FSC the chanceto get that message to key print specifiersand Neo was an absolute pleasure to work with.BeckWoodrow, FSC

older person?Are you an

Or the familyor carer

of an older person?

Neo provided us with a thorough strategic and creative process to createthe FirstStop name and brand. The outcome was particularly successfulgiven the number of stakeholders Neo had to consider in the process.Stephen Burke, Chief Executive, Counsel and Care

To promote independence, dignity andchoice for older people in meeting theircare and housing needs.


ContextFirstStop Advice is a joint initiative between four partnerorganisations – Counsel and Care, Elderly AccommodationCounsel, Age Concern and Help the Aged and NHFA Careadvice. The partnership was set up to establish a one-stopservice for quality independent information and adviceabout care and support for older people, their families andcarers in the UK.

What’s in a name?The first stage of the process involved the creation ofa name for the project. The brief stated that the nameshould be:

Easy to refer to

Not confusing for older people

Reflective of what the service does.

StrategyNeo guided the partnership through a series of workshopsto create a name, visual identity and key messages.

With the target audiences in mind there was strong focus onaccessibility. This was reflected in the visual identity, websiteand designed materials.

Enabling positive changeThe strength of the brand has contributed to thecredibility of the service and has been rolled out nationally,extending its scope by working with local authorities andPrimary Care Trusts through the “FirstStop Local” scheme.

The project has been recognised by Communities andLocal Government (CLG) which is now strongly supportingthe service.

The challengeTo facilitate a partnership of four high profile charities in the creation of a brand that would reflect not only theaims of the service but would incorporate each partner's objectives and brands.

brand strategy • stakeholder engagement • naming • website • design & publications




To work towards the control and ultimateeradication of TB by increasing access toeffective treatment for all.

Applying social marketingTB Alert commissioned Neo to provide strategic andcreative support on the development of a framework ofnational awareness materials now known as the The TruthAbout TB Toolkit. The long-term aim of this toolkit is to helpcreate a shift from the clinical model of tackling TB to asocial health model.

Target audiencesDepartment of Health

Primary Care Trusts

BAME communities vulnerable to TB

Prisoners, homeless people and substance misusers

Key staff working with the above groups

Schools, teachers and schoolchildren aged 14–16.

The Truth about TBWorking with TB Alert and the Department of Health, Neoundertook the following work:

Scoping the project through desk research, interviewsand workshops

Developing an overarching strategy including a stakeholderanalysis to ensure that materials in the toolkit wouldaddress the specific needs of each of the target audiences

Producing detailed project briefs for the eight individualcomponents of the toolkit (including multi-lingual DVD,online advertising, schools pack, radio campaign andcommunity presentations)

Producing a template strategy document to becompleted by all subcontractors retained to producethe components within the toolkit

Creating the name, key messaging structure and visualidentity for the toolkit in consultation with the client.

Producing a set of visual and identity guidelines toensure that all materials produced were in line withthe overarching look, feel and tone of the toolkit.

Providing ongoing project management supportto the client

Advising on the development of a three year strategyto support the roll-out of the toolkit (2009–2012) toinclude guidance on implementation, evaluating andevolving the campaign.

The challengeTB is on the increase in the UK and TB Alert sought to produce a national toolkit of materials to help PCTs raiseawareness of and ultimately reduce incidents of TB amongst hard-to-reach groups using a social healthmarketing model.

social marketing campaign • audience analysis • naming • brand development • design


Branding renewable energyNeo were approached by BLS to create a new brandthat would:

Appeal to the UK markets including commercial anddomestic environments

Reflect the new companies wider range of renewableenergy services

Help create awareness of the benefits of solar power

Project knowledge and authority in the sector.

ApproachBrand strategy, (vIsion, mission, sector profiling,competitor analysis, values...)

Name exploration and creation

Messaging & copywriting

Logo development & brand guidelines (including brochures,website design, advertising, exhibition materials, POS, livery)

Web strategy including domain name architecture,hosting and online marketing

PR strategy & marketing consultancy.

Enabling positive changeThe brand has provided True with a strong brandpositioning, helping it to grow within the sector. Thecompany has developed into a diverse renewable energysolutions provider acquiring a large client base includinglocal authorities, universities and domestic customers. Ithas received accolades for its work Including a ”WalesBusiness & Sustainability Award” for “SustainableConsumption & Production.”

The challengeBright Light Solar were a small solar energy company providing technology predominantlyto international organisations such as the UN. They decided to expand their remit into all formsof renewable energy. They also wanted to target new markets including the domestic market.

renaming • brand strategy • creative concepts • promotion

To find out how true. can help you

call 0800 300 300

or visit us online at

www.trueenergy.co.uk

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The Bounce Your Balls concept isabsolute genius. Everyone we comeinto contact with loves it.Phil Sutcliffe, Project Co-ordinator, Bounce Your Balls For Cancer

Fighting testicular cancer with comedy, daftideas and lots and lots of space hoppers.

Serious funNeo was approached by a team of Testicular CancerAwareness Volunteers and commissioned to devise afundraising/awareness-raising concept with the abilityto become a national campaign and a household name.

We first identified the ingredients of success:

It would speak directly to men but also include women

Existing male cancer charities should want to sign up

It would be media friendly

It would combine fundraising and awareness-raising tools

It would be fun and funny.

It would be adaptable and flexible – so individuals canget involved their way

It would appeal to corporates and consumer brands.

Creating a household nameA good old-fashioned brainstorming session produced theconcept: Bounce Your Balls For Cancer

The idea behind Bounce Your Balls is to encourage men todo daft things on space hoppers (an inflatable orange 70stoy) such as races, world record attempts, sky diving andextreme sports – raising money for charity and awarenessof testicular cancer in the process.

Enabling positive changeBounce Your Balls For Cancer was piloted as a localcampaign and is now seeking funding for a successfulnational roll-out. The pilot effectively:

Translated the concept into a popular ongoing campaign

Reached a media audience in excess of 20 million people

Gained the support of five national male cancer charities

Attracted support from major brands including innocentdrinks and PepsiCo.

The challengeTo develop a fundraising and awareness-raising concept with the potential to become synonymous with testicularcancer in the way that the pink ribbon is synonymous with breast cancer.

campaign strategy • creative concept • design • website • events • media relations

Tara Scott and Stacey Dooley fromBBC3 series 'Blood, Sweat and T-Shirts'at Ethical Trading Initiative10th anniversary conference

A world where all workers are free fromexploitation and discrimination, and work inconditions of freedom, security and equity.


Brand developmentNeo's creative team designed the new identity for theEthical Trading Initiative, which was unveiled at theorganisation's tenth anniversary conference. The newidentity refreshed the organisational image through anew logo, colour scheme and an illustrative styling.

Neo also developed key messaging for the organisationthat reflected their position in the sector, including anew strapline.

Tenth anniversary themePart of the brief included creating and implementing a simpletheme for their tenth anniversary that could be used inmedia relations, materials and conference branding. Thetheme would also need to help further raise Ethical TradeInitiative’s profile.

The chosen theme worked to reinforce the core brand andwas named ‘Ethical Trade – the next decade’.This name worked on multiple levels including:

Reinforcing the core message

Media friendly

Provided a sense of optimismInspired and engaged audiences.

Bringing the brand to lifeFor the anniversary conference, Neo designed the stageset, produced screen visuals and delivered an array ofconference literature inside and outside the main venue.

Neo also produced the Ethical Trading Initiative AnnualReview which was also launched at the event.

The challengeThe Ethical Trading Initiative wanted to refresh its brand ahead of its tenth anniversary and ensure it couldcommunicate its message in a clear and effective way that met the needs of its diverse membership of retailers,trade unions and voluntary organisations.

renaming • brand identity • design & publications • event design • packaging

Ethical Trading InitiativeImproving workers’ lives


Thanks for a fantastic day’s training.We’re all inspired and looking forward to puttingwhat we learnt into action.Melissa Lathouras, Tower Hamlets Housing

NeoThe Positive Change Agency8 Beaconsfield Studios25 Ditchling RiseBrighton BN1 4QL+44 [0]1273 600 [email protected]

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