Updating a much-loved brand to reach new audiences
World Villages for Children has been funding schools in some of the most deprived places on earth for decades, using education as a way to tackle systemic poverty, while providing vulnerable children with a safe, secure and loving environment in which to learn.
Historically supported by a donor base of older, church-going people, recent years have seen their income steadily reduce, a situation not helped by the dated and religion-focus of their brand and marketing.
Our job was to more accurately reflect the reasons why they support these schools, the complex nature of their work, and their relationship to the Catholic church; and evolve the brand to appeal to a younger, less religious audience, without alienating their existing and incredibly loyal supporters.
We needed to challenge some preconceptions about live-in schooling run by nuns, and enable the charity to better communicate the community focus, family ties, and individual stories of love, joy and opportunity provided by the stories and testimonials of individual students whose prospects have been transformed.
And we needed to make the journey digital, creating a website that provided both an easy way for people to donate, and a place to explore the realities of their work, in as much depth and richness as possible, while being simple to navigate for those with low digital literacy.
What We Did
- - Brand strategy
- - Brand identity
- - Copywriting
- - Website design
- - Website development
