Developing new branding with our in-house creative team

Our in-house creative team led the process – treating our own evolution with the same high-level expertise we bring to every partner project.

Starting with a conversation

The ProMo brand refresh began with all staff workshops to review the existing brand and explore what was working well and what could be improved. During these sessions, we discussed ProMo’s mission, vision, voice, messaging, personality, values, unique selling points, and overall strategy, as these elements directly informed the visual identity development, including colours, logo, and typography.

ProMo’s staff team represents a wide range of ages, including young people, so the process was designed to ensure these different stakeholder perspectives were captured. This helped ensure the brand would appeal to both professional audiences and young people, reflecting ProMo’s role in speaking with various people while remaining credible, approachable, and engaging.

Evolving, not starting over

Following discussions with staff, we made a decision that shaped everything else: this would be a refresh, not a rebrand. To understand why, we looked back at our roots.

ProMo was originally born from a co-working community of young creatives – DJs, designers, musicians. Originally called the South Wales Co-operative Association, the young people involved in a new project chose ‘ProMo’ as its name to represent ‘Professionalism’ and ‘Motion’. This energy eventually led us to rename the entire organisation ProMo Cymru. Our original logo designed by a young person, featured a star to represent aspirations, hope and following your dreams.

By choosing a refresh over a rebrand, we were able to:  

• Maintain ProMo’s recognisable brand elements –  specifically the star
• Modernise visual and communication assets
• Update design details such as colour tones, logo presentation, and typography while preserving brand recognition

Designed together

Once initial concepts were developed, we used Mural (an online whiteboard) to share them with the whole team. Staff could look through designs, leave comments and contribute ideas in their own time, which meant it wasn’t all riding on one big meeting and quieter voices were heard, too. 

From that feedback, we landed on a wordmark logo – clean, simple, and something that works whether it’s on a website, a document or a tote bag.

Refining the detail

A second round of concepts followed, shaped by what staff had fed back. We shortlisted two final design concepts and involved staff in selecting the most accessible typography and developing a brand tagline. 

We then created mock-ups of how these options would look in real life, and our staff said that this made those final decisions much easier.

A brand that belongs to everyone

A brand is about how you present yourself to the world, and it felt right that everyone who works at ProMo had a hand in shaping it. Throughout the process, every member of staff had the chance to give feedback, suggest changes and vote on the final direction. 

This collaborative approach ensured the refreshed brand reflects our values, people, and future ambitions while maintaining continuity with its established identity and meeting the needs of both professional audiences and young people.

Work with us

Interested in how we approach branding and communications? We offer consultancy and design services to third sector and public sector organisations. If you’d like to find out more about working with us, contact auguste@promo.cymru.