When TIMBET (The Independent Midwifery Birth & Education Trust) reached out for support branding their new charity, we were delighted to take on this great project. Founded by a passionate independent midwife, this new charity aims to support parents through the continuity of carer model – and advance education and research in this sector.
Our challenge was to craft a brand – including logomark, social media assets and messaging – for this charity that connected with their target audience. Like all new charities, you are starting with a relatively small engaged audience so designing a brand that encourages this trust, empathy and connection is really important.
How could a newly-established not-for-profit charity brand themselves to encourage supporters?
With many branding projects, we like to start with an in-depth workshop to understand the organisation. This includes unearthing everything from goals to target audience persona. From this, we understood the brand needed to feel professional and established from the start. A feeling of trust in this brand was to be very important. We also unearthed important branding decision-drivers like colour representation in the industry.
Starting with the brand messaging, we crafted a positioning statement and a mission statement that TIMBET could use to inform and guide their future marketing and communications. We then moved this on to create a memorable strapline for TIMBET. The branding project then went into the design phase – with several logo and visual identity concepts being drawn up to put to the client. Once confirmed, we created branding guidelines – and ensured the client had social media assets to launch on Facebook.