CREATING A POSITIVE IMPACT
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.
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.
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’.
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.