Developing a clear positioning for the Royal Free Charity
We worked with the Charity to help develop a clear positioning strapline which would rally the staff, volunteers and fundraisers behind a single remit which could apply to all equally. The line is 'Making today feel better'.
In order to raise profile a new campaign was created which featured portraits of genuine ambassadors of the Charity against single colours from the brand's secondary palette. These bold posters run in series around the three hospitals the Charity fundraises for.
The new strapline can be extended to demonstrate how the Charity can make today feel better, as seen in this series of web images where each person explains their role.
A new campaign
The new campaign was applied across posters, roll-up banners and online.
Adapting the strapline to suit needs
The new patient booklet features a personalised version of the strapline – 'Making your day feel better'.
The strapline is applied where opportunity arises for example on these lower windows at the entrance creating an outward facing call to action.
Also for this client
Marketing materials are essential to help the charity raise funds. We have designed the fundraising packs, the legacy leaflet, friends leaflet and lottery leaflet which form a suite of literature and support materials. In addition we have created a few campaigns including two consecutive Christmas campaigns to support patients and staff over Christmas.
We redesigned the flagging newsletter to be more magazine like in proportions and styling with striking front covers. Now having produced many issues it has evolved further with more pages and versions of the magazine for each hospital, Royal Free, Chase Farm Hospital and Barnet Hospital. The design has succeeded in raising more funds for various equipment and services the charity supplies to patients, families and staff.
We have designed and produced the annual report and impact statement for a number of years and the 5-year strategy report. These important documents act to represent the charity and its purpose but also allow them to gain support by being transparent in their results.
Marketing, Out of the ordinary
We supported the Royal Free Charity in its new venture to roll out charity shops in North London with interior design, signage, window dressing and marketing for donations and volunteers. It's been a full 360Â° project and the opening has been very successful. We continue to work with the charity as it rolls out more shops in order to keep the brand consistent whilst adapting to different physical sites and audience needs.
In order to unify all volunteer activities for the Royal Free Charity across three sites we created a visual graphic which could identify all materials. The new Volunteering graphic works hand in hand with a strong new photographic style being applied for all Royal Free Charity activities. This bold new look allows the volunteers to feel proud of the work they do at the Charity.
The Royal Free was founded in 1828 and relied on charitable donations for day to day running as well as the pioneering research it is known for today. The Royal Free Charity needed to reach a digital audience through a solid and responsive website to continue its fundraising work. We designed, planned and built the website for them to be able to take donations, explain their purpose, promote their activities and grow their network.