The only charitable provider of expert eye care in the West Bank, Gaza and East Jerusalem – the group was already well-established within the St John network but needed to increase its reach and grow new audiences beyond. We used their small size and focussed area of work as a way to differentiate from partner organisations while still being able to harness their power and access to a wider audience.
While the brand had visual strength and equity in its distinctive gold and black and mix of type styles, it could also be limiting in its application. We broadened the kit of parts and improved the rationale for use. Subtle variants ensure that the brand stays true to its core while affording it some flexibility to adjust tone to suit the audience.
Imagery is an important tool for the group to tell its story and that of its beneficiaries. Yet, its use had become confused. We implemented an approach to identify brand level imagery that would engage emotionally with our primary audience – benefit led, hopeful and human. Literal photography still has a part to play in illustrating factual deliveries and news items but is now clearly defined for use at a secondary level.
At the heart of the brand is a historic insignia that was important to use effectively, to maintain prestige and heritage when appropriate without overshadowing key brand messages. These elements could be combined in different ways to adjust tone appropriate to the audience. Colour and typeface alone do enough to bring a sense of brand, even when the content needs to be very factual.
Jerusalem Scene – a key touchpoint for existing donors – was re-vamped to provide improved project updates and appeal launches. Spotting opportunities to merchandise the brand intelligently helped to re-engage with existing donors.
Alongside the brand project we designed and built a new website for the charity – their most important tool for reaching new donors – a rationalised structure has ensured clarity of message from the outset with clear user journeys to drive one-off and regular donations and mailing-list subscriptions. Article-style pages are crafted to suit rich case studies and engaging content that sits below the brand-level information. Built on WordPress CMS and integrated with Blackbaud CRM, Donorbox for donations and Shopify for e-commerce
increase in newsletter subscriptions
increase in donations conversion rate
increase in sessions from organic search