Brand Development / Campaign Creation / PR Strategy / Marketing Strategy / Workplace Transformation / Social Media Strategy
A highly respected charity with a vision to help women achieve and prosper, had an exceptional opportunity to develop its brand to fully reflect its values and directly appeal to more women. This was achieved by developing a highly inclusive brand proposition that gained universal praise and offered both flexibility and longevity for the charity.
The aim was to find a way to redevelop the charity’s brand to ensure it fully reflected the newly developed vision. Here the overriding curiosity was to challenge how a charity should present itself. This led to finding ways to show the expertise and work of the charity in a way that was not only professional but also self-confident and engaging.
Campaigns developed using “A Woman’s Place” to challenge the current position of women in society. This message led approach was used for a range of campaigns that sit under this branding and offers exceptional value for money.
I spearheaded the development one of the first apps in Wales as part of the award-winning Womenspire campaign. This aimed to encourage women to take inspiration from other women and fully embraced social media to launch and sustain the campaign.
Finding a way to make the charity appeal to women from a diverse range of backgrounds and at the same time giving it a unique identity that would would also appeal to professional bodies. This led to the adoption of a series of characters that could illustrate women in a positive and engaging manner, whilst at the same time creating a strong visual identity for the charity.
Introducing cartoon characters as brand ambassadors
New format poster literature introduced
Focussed Twitter, LinkedIn, Pinterest and YouTube accounts nurtured
Constant flow of positive news stories positioned to the media
Introduced a free event space format to engage with more women
Brand fully executed to create innovative modern work space
Campaigns developed with other charities
Used to innovatively promote new research findings
The charity now has a highly adaptable platform for its ongoing work. The use of characters to provide a clear brand identity works well and has proved universally popular
The charity itself has a renewed sense of purpose and now successfully communicates messages that deploy consistent branding
The workspace has allowed in-house events to be run with over 500 attendees in the first year
The charity has won CIPR Pride Awards for the innovative A Woman’s Place campaign