As the people who created the Trust’s logo and helped with its launch, we were invited to produce a report of their first five years. This is a £50m charity to benefit nursing and nurses and the Trustees felt there was a real need to capture five years of activity. It needed to be prestigious but not profligate: the Trustees did not want to be seen to be wasting money on glossy reports. Few photographs were available and no budget for bespoke photography.
Our solution:
The Trustees had made a wide range of grants to projects large and small. With the available photographs, we created pages which were visually exciting, capturing the importance of the activities which had been facilitated by the grants, with the aim of encouraging appropriate applicants in the years ahead.
Testimonial:
"Thank you for all your hard work. You have helped us put on record what the trust has achieved in the last 5 years, and all within the constraints of a very limited budget."
Three years on, this charity was ready to take stock of its progress and promote a more assured image. It had been set up with the proceeds from the sale of its hospital and now wanted a fresh and open look, while still linking with its origins. An additional challenge was that it funded an unusually diverse range of activities which were not easily encapsulated.
Our solution:
Working directly with the chairman and director of development, we used the brand wheel approach to help define the image, vision and approach. The branding we devised retained the original colours but in a crisp, fresh logo which pointed to the future while paying homage to the past. The new branding was produced in time to put it into action for a fundraising ball.
Testimonial:
"They helped us define our core values and gave us a brand that we feel rightly proud of. They work quickly and are always ready to offer helpful guidance."
The charitable trust had an obligation to report its activities each year and explain where its funds came from and how they were spent. Previously this function had been fulfilled in the simplest possible way, in an office-produced document. We were asked to improve the design so that it looked more appealing without looking extravagant.
Our solution:
Over the years we have been producing this report we have continued to develop its image, introducing photographs and covers with impact. The most recent report reverts to a more graphical look, but is still attractive and business-like.
Testimonial:
"Caboo have helped us develop our annual report over the years from a slightly timid document to a vibrant report that helps us spread our message."
The charity wanted this difficult material to be presented in a serious but accessible way to its intended audience (teenagers) who are used to reading on screen. It also had to work on a dual readership level ie some would read every word while others might just skim the material, but to be effective it had to get across important facts even when just flicking through.
Our solution:
We made the book attractive and interesting so the teenagers were drawn to it by having an edgy front cover. We used headings and pulled out facts in different modern typefaces which meant that even on a skim read the salient facts stood out and were virtually unmissable. In this way knowledge could be imparted quickly to the teenager, who then may be encouraged to read further.
Caboo Design is a division of Chamberlain Dunn © 2011