What we found
Smart brand thinking
What We Found
A large, charitable grant making foundation embarking on a programme of modernisation under a new Director. It needed a new brand image and more engaging communications to convey its shift to a more focused and strategic approach and more transparent decision making.
Smart Brand Thinking
Make the most of its unique position as the only major grantmaking foundation with a female identity. Develop this personality so as to make it more approachable, attract more attention and engage more proactively with the charity sector.
This necessitated a new brand identity and website, plus promotional materials and application guidelines, with a friendly tone of voice, engaging imagery, simpler language and easier and more transparent application and reporting processes.
This led to a significant increase in awareness, understanding and respect for the work of the foundation across its four key programmes of activity. By presenting itself in a more accessible and inclusive way, it has been able to establish closer and more proactive relationships with a wider cross section of charities which can benefit from its funding, thereby ensuring monies are directed where they can make the biggest difference.