Cradle
Background
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.
The Challenge
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.
Our Approach
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.
Result
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.
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