Finchale Group
CREATING A POSITIVE IMPACT
The Client
Finchale provides vital specialist programmes for people with multiple and complex barriers to employment.
As it entered its 75th anniversary year, the charity was focused on its future impact, seeking a dynamic cultural shift in the way it operates with, and supports its, target audience.
Challenge
Cool Blue was asked to leverage the opportunities that 2018 presents and develop a campaign which positioned Finchale for the future. One which enabled it to focus on delivering exceptional programmes, expand into new stakeholder groups and ensure it is perceived as dynamic, modern and future focused.
RESULTS
Finchale is now positioned as a dynamic, modern charity, focused on delivering real impact and supporting its clients to achieve their potential and overcome their barriers.
The charity is now well placed to capitalise on its pivotal year of transformation.
STAKEHOLDER WORKSHOPS
Through workshops we helped to define: the proposition; the key stakeholder audiences; the things the organisation would always be and the things it would never be; the key messages; the brand’s tone of voice for its communications; the roll-out of the revised brand strategy and assets.
The workshops helped us to understand that the essential impact of Finchale Group’s work is to make a positive difference – whether that is one small step in a positive direction by a service user who has faced many life challenges, or a strategic impact on an organisation via the Group’s business to business services.
ARTICULATING THE CONCEPT
Finchale Group’s logo had long been a rising Phoenix , signifying renewal. Whilst this identity did communicate some of the virtues of the impacts the organisation delivers, it did not resonate so effectively with younger stakeholders and service users – many of whom did not know or understand its symbolism.
As a result, we produced a logo mark that combined and F and the universal symbol for positive +, supported by the line ‘It’s all positive’.
PHOTOGRAPHY
We organised and oversaw a two day photography shoot, taking a highly inclusive approach. All of the people photographed were connected to Finchale Group as employees or service users. The images were shot in an optimistic and upbeat manner, to convey the positive brand message.
TONE OF VOICE
There were two distinct ‘voices’ – one for individual service users and one for business and professional service users. However, in both cases the narrative tone of voice was set-up to use simple, direct, empathetic and upbeat language. All of the copy content was rewritten by Cool Blue.
BRAND ASSETS
A range of assets was created. These included new brand identity; new colour palette; new font palette; new photography; new design templates for a range of documents and a new website.