Thatcham Research 50th Anniversary – A hands on approach to hands off driving
Branding Design Collateral Illustration
For half a century, Thatcham Research have worked to make motoring in the UK as safe as possible. They wanted to celebrate their 50th anniversary with a campaign that showcased the critical role they played in the history of vehicle safety.
We had recently given Thatcham Research a complete brand refresh. So, this campaign had to be in keeping with that and ensure they carried on acting like a leader. Thanks to electrification, connectivity and automated driving, the cars we drive are going to change more in the next five years than have over the past 50. So, as much as our campaign had to showcase their past, it had to demonstrate their stance for the future.
What We Did:
Our campaign, ’50 Years Driving Change’ showcased and celebrated Thatcham Research’s longevity as an industry thought leader. It looked back at iconic moments over the decades and looked forward at what was to come. And what Thatcham Research were going to do about it.
Looking the part
The anniversary logo was the core of the celebration. But, as an NPO, we had to work closely with Thatcham Research to maximise their budget. So, we invested in high-quality animated assets to ensure that wherever and whenever they were used, they would generate more mileage.
Setting the stage
As part of their 50th anniversary, Thatcham Research were hosting a celebratory members event. This was the perfect opportunity to combine the foundations of our brand refresh with the new anniversary logo across a range of collateral including a save the date, invite and specific webpage.
Through the years
To showcase Thatcham Research’s close relationship with the automotive and insurance industry over the last 50 years, we developed a series of pull-up banners; one for each decade. Each banner celebrated iconic moments and how Thatcham Research influenced them, showing exactly how inextricably linked they’ve been on this journey.
Letting go of the wheel
With a host of new challenges to safety, security, repair and training set to hit the industry, Thatcham Research needed to drive change long into the future. So, we designed a book for them to deliver to their top collaborators. The design was in-keeping with our initial brand refresh, but linguistically angled their vision of the future.
Steering the conversation
We also updated our guidelines and templates to allow for the 50th anniversary celebrations. We wanted to ensure consistency to guarantee that they continued to provide an expert voice when it comes to researching, investigating and reporting.
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