Turas Nua ● Social Change
Redefining a brand abroad.
Turas Nua is a joint venture between Ireland’s national recruitment agency FRS Recruitment and leading employability and skills provider Working Links. The brand brings together a wealth of experience to help transform the lives of individuals in Ireland by offering tailored support, training and guidance to long-term unemployed people. They also work closely with employers to make sure they prosper by finding quality, skilled employees.
The logo journey
Logo concept focuses on the meaning behind the name ‘Turas Nua’, which translates to ‘new journey’. The interlacing design suggests movement and connectivity, and seeks to represent the positive, progressive and professional attributes of the brand, whilst retaining a visual reference to the ‘links’ (Working Links) from where Turas Nua has evolved from.
A brand to believe in
As a new brand entering Ireland for the first time, the challenge was to develop a complete visual identity and creative direction that represents Turas Nua with relevance and assurance. This brand identity would then be used to instruct the aesthetics and tone of all future communications.
Rolling out an icon
After developing a visual representation of the Turas Nua brand, it was visualised across a suite of marketing communications and brand collateral, including stationery and business cards. The aim was to give Turas Nua a consistent, compelling source of materials to underpin their brand and help deliver their message.
Maintaining brand integrity
A fully detailed set of brand guidelines was produced to help drive and maintain the brand identity in the future, including how and not to use the primary and secondary branding. It also covers approved and non-approved design examples to future proof the brand going forward.
Uniting all the elements
The development of the primary brand identity included icon and strapline lock-ups, which is supported by a range of secondary elements, including a secondary colour palette. With primary and secondary elements to choose from, the brand identity remains consistent but has the flexibility to adapt to different messages and collateral.
Building a brand inside out
Since a significant part of Turas Nua’s success is their relationships with customers and employers, having an interior office space that embodied the brand and its values as much as the new identity was crucial. Using the new look and feel, we created an interior space with visual stand out, while also adding depth and width to the office space.
Reaching out online
To extend their reach to new audiences while building trust and awareness, we also developed a new design for a website. By incorporating the new brand identity and supporting elements, the website is helping strengthen the brand online.