Award-winning Bristol-based agency Mentor Digital has designed and developed a new website and branding for the National Governance Association (NGA).

With over 80,000 members, the NGA is the national membership association for governors, trustees and governance professional in England’s state schools and trusts.

Its new website incorporates micro-animations and a seamless user experience, including a complex tagging search and filtering system. Meanwhile Mentor Digital has completely re-branded the NGA, including the creation of a new logo, brand guidelines and on and offline materials.

“We wanted to create a visual identity that effectively embodies the NGA’s distinctive approach,” says Holland Risley, managing director at Mentor Digital.

“The primary objective was to ensure an exceptional experience for members throughout the website as well as encouraging membership renewal and the utilisation of the wide array of excellent services provided by the NGA by using personalisation and locking down exclusive content.

“The final execution of the brand was centred around ‘shaping stronger governance.’ The brand identity directly references the NGA’s role in shaping the practice and culture of trust and school governance.

“To gain valuable insights, we conducted a series of interviews with key members of NGA, as well as the board members, and organised workshops with the project team to assess their current standing and identify their desired future positioning. These collaborative sessions served as the foundation for generating multiple concepts to further evolve their new brand.

“Mentor Digital also facilitated the commissioning of copywriting services to enhance the communication of their core brand and services. We presented NGA with a range of options for descriptors, statements and straplines for the main NGA brand to aid the launch of a more confident brand positioning.”

Emma Knights, co-chief executive of the NGA, said: “This fresh new look better reflects our mission to shape governance to benefit pupils.”

Lynn Howard, chair of trustees at the NGA, added: “Modern, bold and vibrant, the branding refresh reflects the essence of the NGA as we embark on the next phase of our evolution.”

Mentor Digital is a membership organisation specialist agency. For further details visit: www.mentordigital.co.uk