Xquisit - IAP2 Branding

Building a universal identity

International Association for Public Participation (IAP2)

// branding, identity

The International Association for Public Participation (IAP2) is an association of members aiming to promote and improve the practice of public participation in relation to entities that affect the public interest in nations throughout the world. They conduct activities that serve the learning needs of members through advocacy, research, events, publications, and communication technologies.

In 2011, IAP2 transitioned from a membership-based association model to a federation of affiliates, transforming its structure and changing the character and identity of the organization. They needed to refresh their visual identity in order to create better brand clarity to ensure clear communication and build member understanding and confidence.

Challenge

The new identity needed to be modern, progressive, and possess the capacity to establish better differenciation between the association and their affiliates across 26 different countries. As well, we needed to provide IAP2 with a platform that would enable them to engage with their members in the selection of the new identity and achieve consensus on the visual direction.

IAP2 needed direction on common approaches to naming conventions, a solution to dealing with a multitude of languages, branch customization, universally accepted file formats, and a guideline system for correct application of their new identity across the organization, internationally.

Strategy

Powered by IAP2’s direction, vision and mission, we developed six unique options for their identity, and created an online survey as an engagement tool for all affiliates. This approach was the most efficient for use internationally (across many timezones), and was effective in establishing a logical method for the feedback to be assembled for dissemination by the association.

Once consensus on the visual identity was reached, we developed a system for protocols and customization by affiliates and created a corporate identity graphic standards guidelines booklet to inform application of the visual identity to all communications materials.

IAP2’s new identity gives definition and recognition to their brand, creating clarity for members worldwide in communicating their corporate foundations. Their resulting communications materials are visually consistent and cohesive, reinforcing their position, and building their reputation as a leader in advancing the practice of public participation.

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