ARMA (UK) is the Association of Research Managers and Administrators. Formerly known as RAGnet, ARMA currently has over 700 members. Its activities are focussed on facilitating excellence in research by identifying and establishing best practice in research management, and encouraging professional development and networking amongst research managers and administrators.
Its members work in a variety of organisations including universities, funding bodies, the NHS, independent research organisations, and organisations providing services to research support offices.
ARMA provides a series of training events including seminars, conferences and training workshops. It is a founder member of the International Network of Research Management Societies, which helps members to access relevant expertise and experience and promote UK research worldwide.
Problem:
Established 15 years ago, during which time the organisation had undergone a series of major developments, RAGnet was looking to refresh its corporate identity to remain relevant to its audiences and to reflect the current corporate objectives and values. A re-brand was scheduled for January 2005, at which time RAGnet officially became ARMA (UK).
The newly titled ARMA (UK) required a logo that would reflect the organisation accurately, but which would be flexible enough to sustain its aspirations for the future. It needed an identity that would broaden its appeal across different industry sectors and ensure that the brand reflected the diversity of its growing membership base. The organisation currently embodies the following sectors: Charity, University, NHS, Ethics & Governance, and Government. With growth into other sectors anticipated in the future, the new corporate identity needed to consider and anticipate these future needs.
Initially intending to commission Campbell Rowley with just the design of the new ARMA logo and branding guidelines, ARMA was planning a tender process and a number of design agencies would be invited to pitch for the production of all the other promotion and exhibition materials required with the re-brand. On the merit of our work, ARMA later decided to commission us for the entire project, without going ahead with the tender process. We produced a series of brochures, stationery, folders, presentation materials, and direct mail.
Solution/Strategy:
In light of the brief, we proposed a complete brand management solution for all ARMA’s design and marketing materials.
We created an organic grid using the shape of the logo that can be implemented consistently and yet allowed for creative interpretation across a wide range of materials and media. A colour palette was created, implementing one colour for each of the sectors, to act as a secondary branding device. This becomes particularly important with online marketing when all sectors will be potentially accessible from the landing page.
Results:
Steff Hazlehurst of ARMA said, “We loved Campbell Rowley’s creativity and passion for innovative and practical design, and particularly liked the desk-calendar which also works as a pen pot. We felt that this was a great idea; simple yet effective in ensuring that ARMA remains in the minds of our existing and potential clients all times!”
She continues, “Already the feedback we have received from members has been extremely positive, and the re-brand has certainly contributed to the increase in the number of visits to the website, and the high number of new memberships established since the re-brand.”
Visitors’ dwell time to the ARMA website has doubled since the re-brand, with twice as many pages being reviewed during their visit, and three times as many people signing up for membership each month compared to any month in the previous year.
