President Obama has stressed the importance of Social Enterprise to solving the current economic crisis so re-branding SEL and building their website came at a perfect time.
What was the problem?
People were unclear what SEL stood for. The SEL branding didn’t accurately represent their business and the website design looked dated and uninspiring.
What was the insight?
Social enterprise is a complicated area: stakeholders still debate the definition of it. Through our research, it emerged that SEL helps other social enterprises to run a professional, competitive business, and thereby continue their good work of feeding profit back into the community. SEL is at the heart of social enterprises because it champions, connects and supports them.
How was it relevant to the product?
SEL connects social enterprises through a directory, their resource of information and events. It is important that SEL is seen as the first port of call for anyone interested or involved in social enterprise.
What was the idea?
SEL is a hub for a vibrant business community with social enterprise at the heart.
Where did the idea come from?
The logo was changed to a plectrum shaped badge with overlapping fanned bright colours and SEL at the very centre. It was devised to illustrate the collective power and diversity of SEL’s membership and that of the whole social enterprise movement. The design principles for the logo were then used to inform the rest of the website.
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