Case Study
How listening to
your customers
can help define the
brand strategy
New brand with a strategy based on the people
Custom website and communication plan
Design that looks great!
About the project
UNHCR is a humanitarian aid organisation delivering much needed support to refugees all over the world. Their supporters are uniquely dedicated and passionate about the cause.
They became very aware many people were taking on fundraising challenges in their name. This inspired them to discover ways to support their advocates to do what they do best without feeling like they were trying to put restrictions on their passion.
With passion like this we felt the solution should be something that organically grew from the supporters. We needed to start at the grass roots and build up rather than project our ideas down on them.
Research into the dedicated fundraisers gave insights into what excites them. These people were the best advocates any charity could hope for. They were fully engaged and already doing everything they could to raise money to help find a refugee a home or provide medical support to someone after a monstrous earthquake.
Through a series of informal chats and social media conversations, it was identified that a humanitarian fairness was at the core of what they believed. And, they loved doing it together.
That led to the Team UNHCR – Heroes for Humanity.
Based on the key insights a brand was designed with humanity at the core. A brand they could adopt and make their own.
One of my senior designers worked tirelessly, even constructing a custom poster typeface out of ink and brush.
The brand grew into a full toolkit of assets which included a website for them all to meet at and register so they could get support.
Each piece was guided by understanding who these people were and combined with my extensive knowledge of peer-to-peer fundraising.
The campaign assets were launched just as the Syrian Crisis was reaching a peak and the refugee crisis was at the forefront of everyone’s mind.
It was well received by existing supporters and gave UNHCR a good base to start inspiring new advocates.
- New brand inspired by grass roots supporters
- New custom online platform
- Communications plan to motivate and inspire
- Supporter Collateral
My role
This project was undertaken in my role as Creative Director and Owner of March One.
I Art Directed all designs & photography and guided other designers and developers to work across multiple parts of the project to achieve a fantastic result.