With communications vital for the success of the Authority the seven members are working hard to get their messages in order and identity developed. This case study forms part of our devolution toolkit.
Following the Government's agreement to sign the proposed devolution deal for the West Midlands Combined Authority (WMCA) in November 2015, it's been full steam ahead for all communications staff involved.
From the outset the WMCA has had seven constituent member councils, each with its own leader and chief executive, making it clear that effective communications would be critical for success.
The seven councils were very collaborative: They focused on developing key messages for internal and external audiences, and partnerships; developing a narrative and communications protocols and guidelines. A central communications team was also established for the combined authority, with a communications lead to coordinate activity. Things have moved quickly since the Statement of Intent was launched – fast forward 12 months and the WMCA has been vested, with a growing membership including 12 non-constituent members.
The combined authority is developing its brand to take into account progress made and the establishment of a mayor who will play a key role in raising the profile of the region. The West Midlands Combined Authority has gathered pace very quickly. Initially one constituent member was given the brief to commission a logo in a very tight timescale.
The central communications team was aware this was not ideal but it had to be pragmatic in its approach. A shortlist of logos was created and a single logo, containing seven colours in equal proportions, was selected, to reflect the seven constituent members of the WMCA.
The combined authority is now working with an agency to develop visual identity and brand guidelines, and is collaborating with colleagues from other local authorities and local enterprise partnerships to ensure consistency.
The organisation is very conscious that policing the brand is a full time job in itself, as it involves taking into account the needs of 19 members. One of the big issues the central communications team is facing is understanding the sub brands and brand hierarchy for partners, such as the Midlands Engine and Transport for West Midlands. This involves trying to minimise the amount of collateral, such as websites, by ensuring everything is either incorporated into or referenced on the WMCA website.
Helping to ease the pressure, the team regularly shares design and brand work with regional communications colleagues, from member councils, to seek their input. Some of these individuals have also supported the central communications team by forming a web team to develop the combined authority's online identity, in line with the agreed brand guidelines.
Top tips to create a new brand for a combined authority or other devolution models
1. Start thinking about your brand and visual identity as early as possible, and develop a dedicated resource to act as brand guardian to ensure it's being used appropriately and consistently
2. Ensure you develop robust brand guidelines and share these among all members
3. Don't create streams and streams of collateral, as it can confuse your brand. Have one website containing all the relevant information