Building a Community-Driven Identity
Street Naming and Numbering (SNN) is a specialised service under GeoPlace LLP, the UK authority on address and geospatial data. With the goal of developing a digital community for SNN Officers and educating wider stakeholders (including local authorities, developers and the public) GeoPlace commissioned a dedicated brand. It had to stand out, but it still needed to visually tie back to the primary GeoPlace identity.
We created a visual system that communicates clarity, authority, and inclusivity. Our work includes a complete suite of assets – logo design, iconography, typography, colour systems and infographic styles – along with a comprehensive brand guidelines document. This ensures consistent application across all uses, from websites and presentations to documentation shared with partners like the Local Government Association.
What They Say
A Shared Identity
As with all branding projects, our approach began with a deep dive into the values and audiences of the GeoPlace and SNN. We explored the purpose of SNN through discovery workshops and competitor research before crafting a set of mood boards to help define the creative direction. The resulting identity is purpose-built: professional but approachable, with a focus on usability and clarity.
The design promotes understanding of technical information by supporting it with accessible layouts and simplified visual communication. Through this brand, SNN now has the tools to deliver its message with greater impact, creating unity among Officers, improving public understanding, and supporting GeoPlace’s mission to maintain accurate, authoritative geographic data.
