Woodgreen

Challenge

Woodgreen had undergone a rebrand in 2022, but had subsequently struggled to portray their fresh new identity through digital marketing channels, with competing organisational priorities and inconsistent application of the visual identity across various strands of the charity.

The project involved working closely with the client and our Creative Director to help guide Woodgreen toward a more consistent and coherent digital marketing style.

Approach

To kick off the project, we ran a ‘creative reset’ workshop with the client, involving many stakeholders from across the charity to unpick the digital brand look and feel, language and personality. The aim of this workshop was to re-establish the brand position, and bring the different areas of the charity — from sponsorship to fundraising — in line with the core brand.

The session helped to inform the definition of a digital marketing style guide which considered everything from logo positioning and placement to consistent illustrative and photographic styles to the definition of a brand voice for social media. The style guide was very well received and to help bring it to life, we used it as the basis for a set suite of digital marketing templates split across 3 core areas — brand awareness, urgent appeals and fundraising, all geared towards increasing engagement and conversion.