With only 23% of the UK largest employers offering a Payroll Giving scheme to employees there was a real need – and opportunity – to do something truly different for the sector in strategically naming and branding this professional fundraising organisation.
So what should the values, vision and purpose of this new organisation be? A natural place for us to start was to tap into the passion, drive and knowledge of the founding team members.
Their reputation within the sector was built on their close relationships with charities, employers and workplaces throughout the UK and their own passion for what they did had grown out of really feeling part of a movement, a body, a force for good that was trying to raise awareness of this brilliant, tax-free way of regular charitable giving through pay. And the huge difference the growth of this movement would deliver to the charities so desperately in need of funds. The idea of a nationwide team of payroll givers was born and The Payroll Giving Team created.
With a clear brand position determined, the creative delivery of the identity flowed naturally. Central to the brand is a bright, energetic, and uplifting colour palette; a warm, conversational tone of voice; and a looped arrow motif. The brand is distinctive, friendly and dynamic – promoting a very real sense that this is a Team you want to be a part of.
Every part of the brand aims to communicate the tangible benefits of being part of this Team and of Payroll Giving. The brand uses uplifting, active photographic imagery that illustrate the very real benefits regular payroll giving can deliver. Payroll Giving really helps charities to plan for the long term and without the tax relief offered by Payroll Giving, over £750m of vital funds are lost by UK charities each year.
Jacqui Abraham Client Director The Payroll Giving Team
Design Culture are really creative, forward-thinking and dynamic in their approach. They have created an outstanding brand which is positive for the sector, and our new website has also received excellent feedback by our users.