Local Council Branding + Design

Birmingham City Council

Big Cat was briefed to bring together the various initiatives that sit within the culture change programme under a single brand identity and programme name.


In order to meet its current challenges (financial and operational) – and be ready for future challenges – Birmingham City Council is going through a major transformation. The entire organisation is changing as part of the ‘Future Council’ programme – which was introduced to make sure the council is fit for its key purpose: to make a positive difference every day to people’s lives.


The new identity must capture the spirit and intent of what the council is seeking to achieve; aiming to work more effectively together.
The identity and name should be easily recognisable and not time sensitive (i.e. relevance beyond the next 12 months). The identity should also sit within the framework of the council’s new visual identity (a work in progress).


A comprehensive name generation process was undertaken to ensure this important task at hand was successfully executed. ‘I’M IN’ a play on letters taken from Birmingham was chosen, this then lead to creative development of the brand identity (ensuring this complimented the newly instated BCC brand). This included exploration of the following design elements:

  • Logo (to work in conjunction with BCC brand)
  • Brochure front cover/layout concepts
  • Mobile wallpaper
  • Desktop background images


Excellent response from council employees and from key stakeholders.

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