To review and evolve the Smokefree brand and create new guidelines (without changing the logo).

After auditing communications materials and research reports, we identified keyneeds and opportunities. We recommended phasing out sub-brands, and raising the status of the brand to turn it into more of a destination brand, and to provide consistent signposting through the quitting journey. The creative direction of the brand had to be more authentic and relevant for R&M audiences, so we identified the bigidea of ‘getting real’ to drive the look and feel and tone of voice: real people in real life situations using real language. The creative now connects with people, telling stories with which they can identify.

Ryan Adams, Smokefree Planning and Insight Team, comments: “The team at Radley Yeldar have demonstrated clear strategic thinking in a complex topic area, providing actionable recommendations and solutions, verified by audience research. Their approach has been flexible enough to respond rapidly to changes, yet directive enough to keep things running on schedule. Their work has generated a great deal of excitement from the wider team here, and we are all very much looking forward to the launch of our refreshed Smokefree brand.”Since launching the refreshed brand we’ve been commissioned to design and develop 5 core live applications. This work is underway and due to go live in the local stop smoking services in April 2011.