Brand identity can be a very difficult thing to manage and afford especially when you have a limited budget. So how does a charity communicate in a consistent and coherent voice, provide brand recall with their stakeholders and differentiate themselves within the sector?
One way is to have a campaignable element in your brand toolkit that is inexpensive to create and easy to reproduce.
This is exactly what we did for Family Lives by producing a set of graphic elements that could be used across all of their communications – a set of picture frames.
Picture frames are a common denominator between all families no matter their ethnicity or social background. Frames, as well as their contents can be formal or informal, displaying treasured moments and key life stages.
Our proposal used hand drawn frames as a graphic device – a powerful addition to the Family Lives’ brand toolkit. They helped achieve a number of things including strengthening brand recognition; having a visual shorthand for family life; enabling Family Lives to take ownership of royalty-free stock images; allowing Family Lives to adjust the tone of voice by using different frames. They were cheap and easy to reproduce and had an infinite number of variations.