When business crime threatens local prosperity, the right partnership and a strong brand identity can become a catalyst for change. At Jazzbones we recently completed a branding assignment that does exactly that. We created a trusted, future focused visual identity for the Wiltshire and Swindon Business Crime Reduction Partnership (BCRP).
In this article we explore the brief, our process and the outcome through the lens of why purpose centred design matters more than ever.
Why the BCRP brand matters
Business crime is not only about loss or statistics. It is also about confidence, perception and the wellbeing of local communities. For the newly formed BCRP the challenge was not to simply look good. It was to stand for something meaningful. The partnership brings together local businesses, retail operators, local authorities and Wiltshire Police. They needed a brand that would reflect genuine collaboration and reassure business owners that support is real, credible and accessible.
The organisation’s mission is to make reporting easier, intelligence sharing more effective and local high streets safer. The brand had to signal professionalism, reliability and local presence from day one.
The brief: challenges and opportunity
The brief came with several important strategic requirements. The identity needed to resonate with businesses that had grown frustrated by difficult reporting processes or a lack of feedback. Many had never taken part in a crime reduction partnership before. The brand also had to work across multiple towns including Swindon, Salisbury, Trowbridge, Warminster, Chippenham, Amesbury, Devizes and Royal Wootton Bassett while maintaining a unified parent identity.
It needed to function across digital platforms, printed material, signage and campaign messaging, and sit confidently next to police and local authority branding. The challenge was to create an identity that looked official enough to inspire trust but still felt approachable and business friendly.
Our approach: design with purpose
Our design rationale centred on three values: collaboration, continuity and credibility. We selected a bold, modern sans serif typeface to project stability and authority. Its clean lines ensure clarity whether used on banners, window stickers or online.
At the core of the identity is a circular icon made from individual dots. Each dot represents a partner, a business or a local agency. Together they illustrate the partnership’s networked structure. The circular form suggests connection, continuous movement and the flow of information. The lock up for Wiltshire and Swindon alongside BCRP gives immediate clarity and reinforces the partnership’s purpose and geography.
To support the county wide rollout we created eight local versions of the logo. The structure remains consistent so that every town feels part of a joined up system while retaining local identity. A full brand guidelines document supports long term use, covering logo rules, colour palette, typography, photography style, tone of voice and real world applications. Everything is designed to be clear, practical and easy to roll out.
The results: a strong identity for a strong start
The new identity gives the BCRP a professional and trusted platform that businesses can engage with confidently. It is already appearing on window stickers, pull up banners, leaflets and the holding materials that support the upcoming launch.
The scalable visual system ensures that each locality can communicate effectively while still being part of a wider county partnership. Most importantly, the brand supports the aims of the Police and Crime Commissioner by helping to strengthen business confidence, simplify reporting and create a single coordinated approach to business crime reduction across Wiltshire and Swindon.
What it means for you
This project shows how a clear and purposeful brand identity can do more than look appealing. It can strengthen engagement, improve communication and help organisations deliver meaningful change. If you are launching a new service, aligning multiple teams or communicating across a broad audience, the right identity framework can simplify the journey and increase impact.
At Jazzbones we love working with organisations that are solving real challenges and creating safer, stronger communities. If you would like to explore how a strategic brand identity can elevate your work, we would be happy to talk.
