Helping people into employment by delivering green plants to businesses. That’s the simple sustainable idea behind the new foundation VOKS. We helped translate the purpose into everyday use through a focused narrative and a new visual identity.
Defining future purpose
The new foundation and social enterprise VOKS (”Grow” in Danish) focuses on the personal growth of vulnerable people in council housing area Hedemarken. By participating in the production of plants and decorations that are delivered to local businesses, marginalised locals can train for a regular job. The plants are combined and fit creatively in recycled pots, substituting cut flowers for offices. As companies get living plants delivered on subscription they lower the environmental impact of flower production.
The local and green workplace that helps vulnerable people into employment Vision of the foundation
The new core narrative of VOKS
Most companies have many competencies, advantages and unique selling points, but find it hard to chose one – or just a few – as the basis for their brand storytelling. We helped focus the core narrative which holds the essence of the business and guides strategic decisions. The narrative also sets the direction for the future development of the brand and communication initiatives.
The visual identity translates the VOKS brand idea into everyday life. We created the new logotype, graphic plant patterns, typography, use of colour and visualizations of the concrete use in the daily work of the company.
Expressing the roots of VOKS
The idea of VOKS has grown out of a housing area that is a bit rough on the edges. And so is the work as well as the people the company is aiming at. The work is all about plants, soil, recycled pots – it’s practical and physical. But it’s also about the beauty and seeing both plants and people unfold their potentials.
The VOKS brand balances the roughness of the neighbourhood where the brand has its roots and the beauty of people and plants that grow. And if you look at the logotype there is a hidden secret. The O and K shapes form a person as the central figure of the identity. Nikolaj Stagis
Guiding the visual brand
The new visual expression of VOKS is translated into simple guidelines that help the organization keep a consistent look and feel. Easy guiding principles helping the right feeling of the identity on its way as well as a few examples will help the organization and collaborators well into the future.
A workplace that turns plants and pots into decorations, is a very physical brand. It’s a wood layered building with workspace and a shop, it’s aprons that can make new employees proud. It’s a large cargo van. And it’s boxes and bags for delivery to business customers.
Infinite possibilities for activation
Illustrations of plants and the palet of vivid colours give endless possibilities to express the brand in different contexts and approach different audiences. The brand can accommodate serious business as well as a humorous invitation – all connected through a clear conceptual and graphic language.
Transform your brand
Would you like to know more about inventing or repositioning your brand? Meet us for a cup of coffee and we will give you our honest opinion on the possibilities for transforming your brand and business. Call us or write an email to Nikolaj Stagis. We can help you develop a clear purpose and strategic direction, transform your brand digitally and communicate your strengths.