Magna Vitae – East Lindsey District Council
Aims & Ambitions
The main aim of this project was to create a fully rounded brand system for Magnae Vitae. We had to step away from the East Lindsey District Council identity, but without losing too much of the familiarity.
The brand encompasses the leisure and culture within East Lindsey, and also the health and corporate areas. With this in mind we knew it was important to create a lively and engaging brand for the trust, that appealed to a wide audience.
Representing the Trust
The brand is represented by a lively figure that replaces the character ‘I’ of ‘Vitae’. The figure is a symbol of living life to the full, echoing the meaning of Magna Vitae, both in translation and the trust’s key focus.
The figure could be seen to be leaping dancing, running or expressing freedom – all of which feature heavily on the trusts key offerings: Health, leisure and culture in and around Lincoln and Lincolnshire.
The trust represents 3 different industries and each of these is represented with a colour. The corporate identity of Magna Vitae is represented by orange and so there are 4 different colour guides for the trust in total.
Due to the scale of the trust project and offering, we worked closely with the in house design team at ELDC to create a full brand guideline document and design manual for the trust covering all aspects of the logo, colour and layout rules along with design templates for documents both for corporate internal use and public facing.
Once we had established a strong and successful brand identity, we went on to design the website for the Magna Vitae trust. The website has been built to work on both the desktop and responsive devices.
Once the brand was completed, Magna Vitae put the web design in our capable hands.
The theme of the website is to show people enjoying themselves with friends and family, living life to the full with projects run by Magna Vitae. The website gives the user the ability to find out what’s happening in their local area and apply for membership within the trust to claim extra benefits from the trust.
Each sector has its own area on the website listing all the venues and activities available to the public through Magna Vitae projects. These pages are full of information about the facilities and offerings with each venue and activity with useful links and information shooting off to other areas of interest within the council’s online offering.
The Lincolnshire trust launched at the beginning of January 2015 and has been successfully received, gaining great feedback from both professionals and the public.Back to Case Studies