British Science Association

Name, brand and website for a new grants programme

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Helping to connect the public with science

The Ideas Fund is a new, innovative grants programme delivered by The British Science Association (BSA) and funded by The Wellcome Trust. The new scheme aims to connect the public with science by funding projects led by UK organisations that promote diversity, promote new ways of thinking and nurture barrier-breaking networks.

Red Stone was commissioned to develop the name, brand, website and communications strategy for the programme.

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What we delivered

– Naming, verbal identity and messaging
– Brand strategy
– Brand creation
– Consultation and user research
– Illustration, infographics, icon set
– Social assets
– Motion
– Brand guidelines

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Naming and brand narrative

After attending a discovery workshop with the BSA team, we gathered insights to help us develop the brand narrative for the new programme. This enabled us to create a name and strapline which aligned with their purpose, proposition and personality.

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Focusing on possibilities

The resulting name ‘The Ideas Fund’, has the simplicity and direct appeal necessary to encourage the public to get involved in science and medical research. We developed the acronym ‘if’ as the symbol which is used in messaging to give a powerful focus on the possibilities of this approach. Red Stone led a user group research workshop, exploring the messaging and brand identity in more depth.

The website and supporting social assets mark out the new grants programme as one rooted in the aims of the scheme and needs of potential applicants.

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