Capita plc

Brand creation

Capita runs a joint venture (JV) with three of Wales’ largest local authorities, Bridgend, Merthyr Tydfil and Rhondda Cynon Taf. It offers them a cost effective, efficient solution for vital infrastructure – improving schools, transport, roads and buildings across South Wales – and a way to sidestep lengthy tender processes.

Capita plc

The challenge

Initially branded “Capita Glamorgan JV”, it lacked a distinct identity and voice and was too closely associated with the group brand. They approached us to develop a more relevant brand and identity to reinforce the JVs benefits to their commissioners and other audiences.

responsive website design on mobile

Our approach

Our idea: a little bird, always near, rural or urban, often unseen but always heard. It knows every inch of its territory from earth to sky, just like the JV. We created a brand idea around a Redstart, a bird that lives in the JV’s valleys and landscapes. The new logotype echoes both the bird and the landscape whilst swooping illustrations depict the benefits of the JV.

brochure with illustrative cover for joint venture brand
illustration for joint venture brand of construction worker
illustrative business cards

What we did

Proposition development
Brand identity
Responsive bilingual website
Brand collateral
Brand identity guidelines
Tone of voice


The outcome

The new brand has reinvigorated the JV and instilled a new sense of pride and purpose. It has allowed the organisation to have conversations beyond the JV area and Wales itself, creating new opportunities. Redstart has been universally well-received by the local authorities and the wider Capita team.

They pushed us creatively and led us towards a great narrative and the best outcome, whilst remaining mindful of the brief.

Bernard Galton

Non-Executive Director, Capita plc

photography of team discussing a project on bridge