Wiltshire and Swindon BCRP – Brand Identity
Jazzbones partnered with the Wiltshire and Swindon Business Crime Reduction Partnership (BCRP) to develop a strategic brand identity that would inspire confidence, encourage collaboration and communicate the value of a unified response to business crime. The result is a modern, authoritative and accessible identity designed to support the partnership’s county-wide rollout and long-term impact.
The Office of the Police and Crime Commissioner identified a need to improve business confidence in policing and to simplify the way incidents are reported. Many businesses were unaware of partnership schemes, struggled with complex reporting processes, or lacked an easy route to share intelligence. The BCRP required a credible and professional brand identity that businesses could immediately trust, along with a system of nine logos for the main partnership and its eight local areas. The brand had to work seamlessly across digital platforms, printed materials and marketing collateral, setting the tone for events, awareness campaigns and the forthcoming website. It also needed to strike a careful balance: official enough to sit comfortably alongside Wiltshire Police and the OPCC, yet approachable and business-focused for day-to-day users.
Jazzbones created a bold, modern identity built around the BCRP’s core values of professionalism, partnership and protection. A strong sans-serif typeface established an immediate sense of authority, with clean, confident lines that translate clearly across banners, signage, window stickers and online platforms. At the centre of the identity sits a circular icon formed from individual dots, designed to represent the networked nature of the partnership. This symbol reflects separate entities working together for a shared purpose, with the open arrangement suggesting constant communication, movement and information flow.
To support the county-wide rollout, we developed a complete system of localised identities for Swindon, Salisbury, Trowbridge, Warminster, Chippenham, Amesbury, Devizes and Royal Wootton Bassett. The structure and visual language remain consistent across all locations, ensuring every area feels part of a wider mission while still being clearly identifiable in its own right.
A comprehensive brand guidelines document was created to give the partnership everything needed for consistent rollout. This included logo usage rules, colour palettes, typography, photography direction, visual style, tone of voice and examples of how the identity translates into real-world applications across print and digital media. The guidelines provide a long-term toolkit for the partnership as it continues to grow.
The new visual identity gives the Wiltshire & Swindon BCRP a credible and professional platform from which to build long-lasting engagement with the business community. The scalable identity system ensures that every locality feels included within the wider structure while maintaining the clarity needed for local communication. Most importantly, the brand supports the OPCC’s strategic ambition to improve business confidence, strengthen crime reporting and deliver a coordinated, data-driven approach to business crime reduction across Wiltshire and Swindon.
