- Why is NADFAS rebranding?
At this year’s AGM it was announced “NADFAS is thinking about its future and wants to increase its membership and raise its profile”. In order to do this we are working on the development of a more distinctive and recognisable brand – the way we present NADFAS, both visually and verbally.
- Who are Jane Wentworth Associates?
Jane Wentworth Associates is an international consultancy specialising in helping cultural organisations define and communicate their brands. They have worked with a number of leading museums – the V&A, Royal Academy of Arts and National Museums of Scotland; arts charities such as the Art Fund; and within performing arts and education, including Glyndebourne and The Open University.
- Why were they appointed?
In addition to their impeccable track record and rave reviews, of the agencies that were interviewed, Jane Wentworth Associates’ approach had by far the most extensive research phase. In an organisation with over 92,000 Members, Lecturers, Volunteers, Grant Recipients, Staff and Trustees, they have done their upmost to take into account the viewpoints of everyone who makes up NADFAS.
- How were they appointed?
An initial brief was sent out in January 2016 to ten leading UK agencies, of which eight submitted an initial proposal. Five agencies were invited to present their proposals to a panel of the Board of Trustees and team at NADFAS House who used a methodical voting system to evaluate them according to specific criteria including; their understanding of NADFAS, vision, creativity, enthusiasm, team capacity, working methods, cost, relevant experience and references. Jane Wentworth Associates emerged as clear front-runners. They were appointed in April.
- How have Societies been involved in the process?
Society members have been involved throughout the research process. A campaign initiated at the 2016 AGM and on Social Media asked Members ‘What does NADFAS mean to you?’. Jane Wentworth Associates have conducted one-to-one interviews, focus groups, workshops and sent a detailed survey to Society Chairmen. In addition, individual Members and Affiliate Members have been asked to contribute their ideas in an article in the Autumn Review Magazine.
- Will NADFAS change its name?
This will depend on the results of the research conducted by Jane Wentworth Associates, which includes the answers to the survey sent to Society Chairmen in July, where they were asked ‘Should NADFAS change its name?’. The decision will be made in Autumn 2016 with a representative group of Members, Lecturers, Grant Recipients, Volunteers, Trustees and Staff, guided by Jane Wentworth Associates, making the final decision.
- Who is paying for this?
The rebranding has been possible due to funds available following a review of our reserves policy and the receipt of a major legacy. This forms part of a major Growth Plan for which Trustees have allocated resources from existing funds. Affiliation fees will not be impacted by the rebranding.
- When will it all happen?
The new branding will first be revealed to Societies in the spring. The new visual and verbal identity will be adopted by NADFAS from May 2017 onwards, following the 2017 AGM. Templates and the new Brand Guidelines will be made available to Societies from then.
- What does this mean for my Society?
In the short term there will be very little change for Societies. Your activities will continue as normal and there is no obligation to adopt the new branding straight away. Societies will be provided with templates and information about the new branding which can be adopted as and when is convenient.
- Can I submit ideas?
We want to hear from as many Society members as possible! If you would like to submit confidential ideas and opinions regarding the development of a new brand, without further feedback, please email them to Jane Wentworth Associates: nadfas@janewentworth.com
- Who can I contact about this?
If you have any concerns and would like to discuss these with someone at NADFAS, please write to: Isabel Cooper, PR and Communications Manager, NADFAS House, 8 Guilford Street, London WC1N 1DA or email icooper@nadfas.org.uk