Humanising a regulatory body

Client: The Food Standards Agency

Services: Guidelines, Photography, Art Direction, Design, Digital, Reports, Infographics

The Project: The Food Standards Agency (FSA) is responsible for food safety policy, regulation and enforcement across the UK. They work with businesses through local authorities, helping them produce safe food, and to enforce food safety regulations. The FSA wanted to change their approach to consumers and the way they are seen by industry.

I lead the team that won this project. We were commissioned to develop the FSA brand in line with their new strategy. The key change was to bring in a more approachable element to the brand. We produced new brand guidelines covering a clear brand architecture, new graphics and info-graphics, new photography, new tone-of-voice and style, in line with the new brand positioning, as well as including social media guidance.

We created versatile design elements making the brand work effectively across different audiences, including – food safety experts, employees and consumers.  The approachable element was incorporated where appropriate, illustrated by key sector photography organised and undertaken by the team. Most importantly, the guidelines showed how to incorporate the key pillars of the brand and mission across all touchpoints.