Invest Europe: an enduring partnership, going digital

First, our team interviewed a range of key stakeholders including MEPs, members of the European Commission, policy advisors, the media, and EVCA members. We then conducted several workshops which closely informed development of a new name, visual identity, and migration plan. Switching from the EVCA to ‘Invest Europe’ was intended to ensure that stakeholders dealing with the organisation felt it was more contemporary, impactful, credible, and memorable.

Next, we developed a set of simple, clear, and easy-to-use identity guidelines so that the new system could be implemented consistently, both internally and by third parties. The new identity was designed to flex across different applications and sub‑brands, such as the Invest Europe industry training programme.

In the years since, we’ve helped Invest Europe move a lot of their communications from print to digital. For example, members-only online guides (covering topics like professional standards, climate change and ESG reporting) now have richer functionality versus a PDF or print document, and are far easier to keep updated as the industry evolves.

Digital engagement with stakeholders is critical for Invest Europe, and a new website, designed by Friend to be equally effective on mobile and desktop, helps make that happen. Strategic planning, a content audit and audience research all fed into a digital engagement strategy that enables Invest Europe to meet its members' changing needs. During development of the website, which delivers a strong user experience and is built on an industry-leading CMS, we helped develop new, more effective, and impactful content.