Branding & Web
The Credit Hire Organisation (CHO) is the trade body that represents the UK Credit Hire industry. It serves the interests of UK Credit Hire companies to drive innovation, collaboration and high standards through the industry.
Born from a merger between the Accident Management Association (AMA) and the National Association of Credit Hire Operators (NACHO), The CHO is an organisation formed by a desire to collaborate. Along with representing members across the industry, The CHO also provides invaluable information, a secure fraud forum, pooled knowledge on best practices and legal developments, and a self-regulated code of conduct.
With our understanding of the credit hire industry and knowledge of the market, Platform81 were ideally positioned to take on this project. The project requirements in terms of brand, web and marketing materials were aligned with our core skills and we knew from the outset we could really bring The CHO into the 21stcentury with every facet of their brand.
ALEC | PLATFORM81
Platform81 was approached by The CHO to help develop a new visual identity, which could then be translated across a variety of marketing collateral, including a new website and marketing pack. The challenge was to develop a brand and new website to re-engage CHO members and attract new members as well as being a clear step away from previous marketing comms.
Developing a new logo, colour palette and identity was a reasonably tricky task. We had to ensure that the new identity wasn’t aligned with any of the Credit Hire companies that The CHO represents; in terms of colour, typography and general styling. In addition, through consultation, the logo needed to be professional and corporate and deliver a stamp of authority.
The CHO needed a website that was functional but that also presented the information in an engaging way. We identified two user profiles, potential members and existing members. Within the public site, each user type is served up two different sets of dynamic content. In addition, when logged in, members have access to a bespoke modular member dashboard.
As well as creating a fantastic, sales-focused front-end to the website, we also built an interactive dashboard for Credit Hire companies to log in and engage more with The CHO. Built in was a range of features including directories, document storage and member news. This dashboard has the capability to expand and grow as the offering grows.
The launch of the new brand and the new website went really smoothly and with the support of the Credit Hire companies that the organisation is there to support. We’ve seen great engagement with the site not just from new visitors but with new and existing members using the dashboard/log-in area to find information. Importantly The CHO has a platform for sales and growth that has seen the re-birth of this organisation to galvanise sales efforts through clarity of proposition.
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