COI hires Live to create brand identity for DVLA centre

by Staff,, Brand Republic 28-Apr-04, 08:10

LONDON - COI Communications has appointed Live Communication to create the new identity for the DVLA's new Development Centre following a three-way pitch process.

The new centre, designed to improve innovation and learning within the DVLA, is part of a major change at the government agency to improve its business and people development.

Due to open in June, the Development Centre, which will encompass two separate Learn and Innovate buildings, is central to the DVLA's strategy for change.

Lynn Watts, Development Centre project manager for the DVLA, said: "Live stood out during the pitch process because it demonstrated not only a deep understanding of the DVLA brand, but also fantastic creative thinking and execution for bringing alive the Development Centre. It's crucial to us that all employees feel valued and inspired by the new centre, and Live will create an environment that we believe will help us achieve improved learning and innovation."

The Omnicom-owned brand experience agency will create the identity, which will be adapted for a range of formats, including signage and literature.

Sara Donaldson, business development director at Live Communication, said: "Brand communication is one of the most powerful and persuasive catalysts for change. The DVLA is making an innovative move towards changing the way it operates, and the identity of the Development Centre will play a crucial role in engaging employees with this new initiative."

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