GRASAC charity communications interim design*
Project: Annual review / case-for-support
Overview: The CEO agreed to discontinue use of the existing design identity – a design agency had already been commissioned to redesign its logo – for the annual report. The previous years’ reports had been word-processed documents.
Brief, aims and outcomes: On my suggestion the annual report was restructured to be a communications tool to help improve community awareness and understanding of GRASAC’s work and to be a case-for-support document to funders. Design elements used were adopted by the new brand once the new logo had been designed: handwriting font to imply a softer, friendlier personality; illustrations of diverse women used in statistical infographics rather than more sterile graphs; inclusion of quotes and service user’s stories to make clear and ‘anonymously personalise’ the need and and impact of the service; information on the directors for transparency and personalisation.
Following the same design style this Fundraising Mailer yielded a high return on investment (1:46) and response rate (19%).
GRASAC re-branded charity communications
Project: New brand applied to new comms materials
Role: Project managed and oversaw the development of the new brand.
Overview: Logo and website designed by an external agency; Interim communications design informed website, in turn web developer's design-style informed brand development; decided tone-of-voice; established strapline; write and collated content.
Background: Audited existing brand and website: both felt 'municipal', matter-of-fact and souless, and the logo and colour-scheme harsh. New colour-scheme borrowed from national Rape Crisis charity branding of which GRASAC is an affiliate to help 'visually validate' the association.
Website: Briefed agency; supplied wireframe structure and content.
Old and new website home pages:
Annual report: borrowed illustration style from web agency's design; colours from logo; handwriting. Re-branded data visualisations.
Communications and fundraising strategies:
Role: I was the first Supporter Engagement & Fundraising Officer in post (funded by Comic Relief). I wrote communications and fundraising strategies. This charity communications strategy outlines communications aim, identifies target audiences and how to reach them and provides a timeline for implementation.
GRASAC brand values*
Overview: The new brand, in the structure and emphasis of information reflected in visuals, kinder and empathetic: It considers who they are, what they want to know, how they may be feeling. New cards handed to women who may need the charity’s support exemplify this: helpline is prominent; the admin contact details reduced; opening times simplified; information given on the contact options, response times, anonymity and where to find information online.
Top row: old brand and emphasis; bottom row: new brand with re-considered information
GRASAC public awareness*
Overview: Brand – friendly, accessible, inclusive, understanding – was applied to a raft of new public awareness materials: pop-up banners for outreach events; presentations for potential volunteers, funders and supporters; leaflets and social media campaigns
Social media campaign:
