Product category:
Design services
News Release from: Spencer Du Bois
Edited by the Marketingservicestalk Editorial
Team on 26 June 2007
Charity Sense regenerates brand identity
Sense, the charity that supports people who are both deaf and blind, has reviewed its identity through Spencer du Bois, branding experts specialising in the not-for-profit and ethical sectors.
The new brand identity comes at a time when charities are becoming more focused in their communications to overcome the noisy communications landscape and signs of increased charity fatigue amongst the general public Max du Bois, executive Director at Spencer du Bois, said: "Charities need to compete much more strongly if they are to build understanding and retain support in the community
This article was originally published on Marketingservicestalk on 9 Mar 2007 at 8.00am (UK)
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"Sense's positioning and visual identity needed to be refocused to help the charity achieve its aims.
"We have worked with Sense to review how it is seen and how it can succeed in a modern environment.
"The new positioning has been translated into a communication system that revolves around touch, contact, warmth, communication, engagement, and accessibility.
"The new approach strengthens Sense's unique position as the leading expert in deafblindness, and its worldwide reputation for delivering what no other charity can.
"The use of the 'hand' imagery emphasises this as the key sense for people who are deafblind...
and their main form of communication".
Spencer du Bois undertook a strategic review, conducting both external and internal research, looking at the organisation's values and mission, to develop a cogent, focused and relevant brand that will strongly support its fund-raising activity.
In the past, people had been unsure what Sense stood for - the challenge for Spencer du Bois was to readdress the identity and create a system to ensure all the organisation's communication could be used to generate awareness and action.
The new strapline clearly communicates this: 'For deafblind people' replaces 'Touching people's lives' to increase the impact the charity.
Visually, the agency has developed a much stronger identity using more contrasting orange and darker blue, and a more upright, elongated typeface carries additional authority.
The logo has evolved to emphasise the 'S', which is reversed out of two stylised touching hands, and is clearer and more distinct.
The hands icon will appear on all on line and offline communication materials throughout 2007.
Cinzia Marrocco of Sense said: "Spencer du Bois has understood the challenges we face as an organisation and our desire to deliver more effective communications to our audiences.
"Our brand message is important as it is vital that we are able to communicate what Sense is trying to achieve.".
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