Melbourne First Aid (MFA) is a Registered Training Organization that provides high quality first aid training to a range of childcare centres, schools, workplaces and the public.
The primary challenge for the designers was working with MFA to help them understand and articulate their core values so a compelling and authentic identity could be developed. Their brand strategy followed a series of active workshops. Ultimately they settled on the positioning statement Training for life to personify the business.
What stood out to me in this identity was their explanation of how they achieved their final result. They talked about really have to work with the company to help them figure out just who they were and what they wanted to convey with their brand. There have been a few times during our first project where I thought to myself how much easier it would be if I could just talk to the company so they could tell me what they wanted in their logo. Now however, I see the other side in that sometimes the company might not know what exactly their core values are and what their logo should look like. I'm sure larger companies will have this thought out already but smaller companies might not be as prepared. Definitely gives another perspective for us designers in the problem solving side.
A very common challenge when designing is that clients often think they know what they need or how it should look, when in actuality, they are wrong. One of the challenges you will face in professional practice is how to take in what the client tells you they want and seek what they actually need. IDEO has great methods for this challenge. I'll bring in some information next week.
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