Monkey, Brand Development

The brief was to create a memorable, positive and friendly brand identity for a free money support service that would empower vulnerable social housing tenants in Durham to seek help to improve their financial confidence. The brand identity we developed was to be included in the submission for Big Lottery funding for the project, led by our client Livin but as a standalone service in partnership with other housing providers.

We conducted focus groups in partnership with livin with a sample of the target audience for the service, the findings for which helped us shape ideas for the logo, strapline and identity. After shortlisting ideas from our initial name generation, we worked up four final creative concepts. The final logo and name was picked after consulting a second focus group, and Monkey was born.

The service has a distinct identity that all partner organisations involved can take ownership of. The brand was created with heavy consultation with the key target audience – 16-24 year old social housing tenants.

£841,415 awarded in Big Lottery funding to the project.

Developing a new brand can be daunting. The Works guided us all the way, giving expert advice and thought-out focus groups, resulting in a standout brand.

Lauren Thompson
Marketing & Digital Manager, livin

Monkey is one of my favourite brands I’ve ever been part of developing – it’s fun, positive…and it’s certainly memorable!

Beth Cronin
Account Manager