Cradle is an Irish charity focused on helping children in war torn and crisis hit regions by providing direct aid and long term development programmes.
Cradle had a number of key objectives that it wanted to achieve from re-branding its marketing and promotional collateral. They wanted to:
- Increase awareness of Cradle in Ireland.
- Position itself, in the Irish market, as a specialist direct action charity focused on "helping children in war torn and crisis hit regions".
- Increase fund-raising revenues at festivals/concerts through merchandising sales and collections.
- Develop a network of corporate sponsors to fund key projects or provide required products and services.
Armed with these clear objectives, we set about creating a fresh brand look & feel for the charity that appeals to the all important youth market but transfers easily into an older corporate market.
Following a design competition in the studio between our designers, we selected a new identity that reflects the children that Cradle helps. Each one has been through tough times but the charity aims to bring a smile to their face and improve their lives. The brand has a grungy new look that could work on T-shirts at festivals but also corporate fund-raising material.
This logo and re-branding was carried into a suite of marketing and fund-raising materials including a stationery suite, website, sales presentations, banners and merchandising. All design work was provided free of charge by dara creative by way of a contribution to the charity.
Cradle's new brand, website and suite of promotional materials effectively sets them apart from other Irish charities and NGO's, giving them a unique visual identity and communicating a clear message.
There was a 100% increase in donations to Cradle and a large increase in the number of people becoming friends of Cradle following the launch of the new branding.