The Project - Re-branding

Although Save the Children member countries around the world were united in a common goal, they did not share a consistent brand. Because of this the organisation struggled to drive awareness and consideration to support which limited their fundraising and campaigning potential. 

The Solution

The organisation formed a global brand group consisting of 15 member countries. After months of research, development and testing, a new global brand expression and identity was launched. This has helped to unite their diverse network, strengthening the Save the Children brand and guiding its communications. Building on global efficiencies each member country adapted the global guidelines and message architecture to suit their local context. 

My Role

I served as the Australian representative on the global brand group, attending all meetings and workshops. Once the new brand was finalised I coordinated the adaptation of the global visual identity and messaging to suit the local context, ensuring consistent touch points for internal and external audiences. I wrote the brand execution plan, created a “hub” to house all brand elements, templates, training materials and resources. I served as the brand guardian, ensuring brand consistency nation-wide.

The Project - Website

Save the Children’s website also needed a complete overhaul, including user interface, to incorporate the new global brand. Save the Children wanted a site that would help it increase donation rates by encouraging more user engagement and empathy.

The Solution

The use of powerful, high quality imagery and a clear, easily accessible layout have led to Save the Children being able to tell stories in a way that really engenders empathy and a desire to help.

Save the Children has seen some outstanding results from the new site, including a nearly 200% increase in conversion rate. Time on site and average number of pages visited in a session went up as well. The site also received two design awards in its first few weeks of operation.

My Role

For the website redesign I was the in-house design consultant, providing sample page layouts, direction on how to correctly apply the brand and design approval.