Project Brief

Advantage Network is making an impact in Tamworth with networking done properly! As one of the founders of the group, together with three fellow local entrepreneurs; Shane Wareing, Angela Malin and Chris Williams, we all joined together to bring something just that little bit different to local networking.

In the past year, Advantage has gone from strength to strength and we are excited to be in the process of extending the network beyond Tamworth and across the West Midlands (with aspirations of eventually taking it nationwide!).

As brand designer I took on the task of creating the brand identity for Advantage. Our first job was to establish a bold, new brand image to enhance our presence in the community, and to differentiate ourselves from existing networking events as an entirely new group with a clear vision and passion for supporting each other and building genuine connections with local business owners.

The Process

The branding process for Advantage Network Tamworth involved a collaborative effort to create a brand identity that captures the essence of the group and what sets it apart from other networking events.

Shane Wareing of Omniwise a business supplied company shared, "Lucy skilfully extracted the essence of our vision and presented us with multiple creative options, she hit the mark on her very first attempt and the result exceeded our expectations. Her branding expertise truly impressed our networking group."

The name "Advantage" was chosen to signify the group's commitment to providing each other an advantage through networking and being an advantage to our own and each other's businesses.

The logo features a bold arrow wrapped around the stylised ‘A’, symbolising upward movement and progression, as well a sense of transformative energy and movement. The vibrant, almost neon blue colour was selected to convey a sense of fun and excitement while still maintaining trustworthiness and professionalism associated with the colour psychology of blue. The impactful brand image reflects the distinctiveness of Advantage and positions it as the central hub for networking opportunities in the area.

The Impact 

We want to build a real community and make events social and enjoyable for members - with the added bonus of building your business network. During this year we have brought networking to the Zoo and held social evenings to help everyone feel part of the community.

Therefore, the brand needed to be impactful and reflect the distinctiveness of Advantage and position it as a hub of networking opportunities in the area whilst establishing trust and being aligned with the core values of the group.

Are you local to Tamworth? We'd love you to join us! Click HERE to find out more about our events.