VOSA – the Vehicle and Operator Services Agency – is part of the Department for Transport. It provides a range of licensing, testing and enforcement services and aims to improve the roadworthiness of vehicles, ensure the compliance of operators and drivers, and support the independent Traffic Commissioners.
VOSA approached us with a momentous task. It is transforming the way heavy goods vehicles are tested, by introducing what are known as ‘Authorised Testing Facilities’ (ATFs). These new facilities will allow private operators to run their own VOSA-authorised premises, at which they can run vehicle testing businesses. But ATFs had no identity. No industry presence. No key messages to take to market. So Proctors got to work on all three.
The Proctors response
Following a series of workshops involving key stakeholders from across VOSA – and significant consultation with operators of existing VOSA testing sites – we created a series of key messages and awareness-building statements that could be taken to market.
This ran alongside the creation of in-depth brand guidelines and a proposition document for ATFs, which had to take into consideration regulatory and legal issues involving MOT rules and DfT brand issues.
These documents manifested themselves in both printed brochure and digital pdf formats, to be distributed throughout VOSA and to any prospective ATF operators.
Although ATFs are still to be launched in the UK, the guidelines and proposition leaflet have met with widespread approval throughout VOSA and are the first outward-facing illustration of what is set to become an integral part of the British transport industry.