rebrand or refresh. brand breakfast, 15 october 2014

Here come the FriendliesThe story behind our new brand

Adam Petrie

Your new best friend(lies)

• Shooting Star and CHASE merged in 2011

• No initial change to brand

Before the rebrand

Why we rebranded

• Similarity to another brand launch meant we reviewed our proposed identity

• Compiled survey to ensure voices were heard but reduced the number of decision makers

The turning point

• A group of fingerprint characters called the Friendlies were implemented into the actual identity

The new direction

The new direction

• A group of fingerprint characters called the Friendlies were implemented into the actual identity

Invasion of the Friendlies

Hydrotherapy

Invasion of the Friendlies

Challenge events

Multiple logos

• Show the sunny and sad days

• Reflect the breadth of our work

• Engagement

CollateralWebsite, create, news report video, social media landing pages, Letterheads, Comp slips, brand guidelines, e-news template, e-shot template, thank you certificates, business cards, BH signage, direct debit forms, email footer, ‘corporate’ film, Word templates, PowerPoint templates, Excel templates, thank you cards, staff presentations, I’m on board display boards

Collateralcelebrity Friendlies, name the Friendlies vote, press release, sponsorship form,volunteer presentations, sail banners, vehicle signage, BH revamp, running vests, shop signage, pull-ups, staff name badges, visitor badges, volunteer name badges, our story infographic, new font, countdown communication, Friendlies animations, car stickers, collection bucket stickers, t-shirts, A-Frame displays, sail banners,

Collateralshop carrier bags, collection can stickers, clappers, mugs, Gift-Aid envelopes, Friendlies in frames at C’s, Facebook and Twitter countdown posts, FITCH video, C’s signage, scrub tops, SSH signage, event banners, Friendlies stickers at SSH, cardboard cut-outs, folders, to-do pads,onegoodthing bags, Q&A with Professor Popplepants.

Create

Create

Create

Create

Create

• Increased online presence

• Decent press coverage

• Increased engagement and opportunities

• More scope to break misconception…trying not to dilute the message

• Winner: Brand Development Third Sector Awards

Impact

Impact

Money money money

• £50,000 budget (but additional pro bono support)

• In-house designer

• Prioritise/streamline

• Not just a one-year cost

Keeping to a small(ish) budget

Keeping stakeholders on board

• “My opinion matters!” Listen to it.

• Put effort into the grand unveiling

• Be prepared to explain the same thing multiple times to multiple people

• Engage people beyond the launch

Keeping stakeholders on board

• Engage others, but retain authority

• Make a big effort when unveiling internally

• Factor in as much time as you can

• Have a strong rationale

• If you don’t have one, employ an in-house designer

Rebrand tips for a small charity

• Choose an agency wisely / time to call in favours?

• The launch is just the beginning

Rebrand tips for a small charity

Thanks!

adam.petrie@shootingstarchase.org.uk

@sschospices

Visit the CharityComms website to view

slides from our past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

Brand Breakfast

Rebrand or refresh

Brand Breakfast

15 October 2014

London

#brandfast