Communications and Branding Case Study

The brief: Our client provides havens of support, information, practical advice, relaxation classes and more for people affected by cancer. With ambitious plans for growth they were keen not to grow at the expense of losing what had made it special in the first place.

Our thinking: We felt it was crucial to capture the organisation’s heritage, spirit and values so that they could be expressed clearly in all future communications. And we wanted to do this without duplicating the skills that already exist within the organisation in the form of the in-house staff and external designer and advertising agency.

Our approach: We worked with the client’s senior team, including the Chief Executive to draft a brand book encapsulating, among other things, the organisation’s spirit, values, voice and benefits. An in-house workshop with a wider team constructively challenged this definition to arrive at statements owned by the entire organisation.

Outcomes: The organisation now has a set of statements that enshrine the best of what made it what it is today. This is used not as a brand straitjacket, but as a springboard to enable them to communicate effectively today and into the future.

Our ongoing work takes the form of a ‘virtual agency’ relationship where we craft copy for publications (such as the Annual Review), write fundraising materials (such as direct mail), and work alongside other external suppliers (such as designers and telephone agency) to ensure that the organisation’s voice is heard loud, clear and consistently.

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