The Department for Environment, Food and Rural Affairs (Defra) is the government department responsible for policy and legislation in relation to environmental protection, food production and standards, agriculture, fisheries and rural communities. It works closely with the devolved administrations in Wales, Scotland and Northern Ireland and generally leads on negotiations in the EU and internationally.
The samples shown are the original guidelines for the Defra brand. The task was to refresh the look of the brand, making it less complicated and adding new sections such as tone of voice, photography and accessibility.
Once that was completed, I had to put together a small programme of workshops to engage internal staff members and all the agencies working for Defra at the time. These included Abbott Mead Vickers, Saatchi and Saatchi and Bell Design. The following page shows the refreshed version.
Designer and design consultant
to both clients and agencies by Keith Vernège