Professional Fundraiser: Brand Guidelines

The Professional Fundraiser's goal is to be the UK’s most trusted fundraising provider. However, they didn’t feel that their brand guidelines did them justice, so they asked us to make sure that their marketing was just as professional as their fundraising.

The Brief

WHAT THEY NEEDED

The Professional Fundraiser are people centric and highly enthusiastic about their core values; they are personable, friendly, passionate and committed to ethics and sustainability. However, despite delivering a fresh approach and seeking to breathe new life into face-to-face fundraising, a clear direction regarding their marketing materials was lacking, and this was causing issues with brand recognition and loyalty.

They told us that: “We want our clients to see our branding and know at a glance that they are about to receive amazing customer service and incredible attention to detail. From colours to fonts; text to pictures; we want everything we send out to the world to scream – The Professional Fundraiser.” Phew… no pressure then!

Initial Investigations

HOW WE APPROACHED IT

However, joking aside, we totally understood the passion that The Professional Fundraiser had for their brand identity, as it matches our own. Because of that, we were up for the challenge, and eagerly began our ideation process.

After they’d spoken so clearly to us, we knew exactly what to work towards. They needed brand guidelines that not only reinforced their brand mission, values and vision, but that also ensured consistency and recognition of all branded collateral. Nothing less was going to do the trick, so we got to work!

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The Solution

WHAT WE DID

The brand guidelines that we created for The Professional Fundraiser took a leaf out of their own book, and started right where we knew they would: with their mission, vision and values.

Having centred all our work around these key points, we went on to set out the correct variations of their logo, typography and colours that were going to be used on not only their website, but all their marketing materials. We then designed a wealth of iconography for them, along with some rules to make certain that all imagery used followed the style of the brand as closely as possible. Lastly, we tied everything together with a range of application examples, including guidelines for email signatures, PowerPoint and more.

Our Client Successes

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