Very Special Kids
Fundraising Brands and Campaign Creative
Very Special Kids (VSK) cares for children with life- threatening conditions by providing a children’s hospice and professional family support services.
When the brand refresh was undertaken it was evident that some of the fundraising activities were being treated as stand alone brands – with little or no link back to the VSK brand. The development of the new VSK brand enabled an umbrella brand strategy to be implemented. The application against key fundraising initiatives including the PiggyBank Appeal, Treadmill Challenge, Fashion Sale and Fair has provided a consistent framework for each activity.
WHAT WE DID
A clearly defined, consistently communicated brand helps build the connection and trust needed to advance fundraising efforts. MIH worked with Very Special Kids to rebrand their existing fundraising brands ensuring they lived harmoniously with the corporate brand and continued to build trust and loyalty with donors. It was crucial that they consistently portrayed the VSK brand, colour palette, mission and message all while having a unique identity of their own. As part of the individual campaign roll outs, each fundraising brand required a unique set of deliverables including materials such as event signage, brochures, billboards, microsites, merchandise, wayfinding, livery, decals and social media graphics.
To quote Daniel Petrillo from VSK “Wholeheartedly, the new brand has been received successfully by consumers, stakeholders and staff. Brand consistency across all communications has strengthened VSK’s image and has also resulted with greater fundraising success with this financial year set to raise up to $4.6 million, a significant increase on the last two financial years at $4.1, and $3.3 consecutively”
File under Brand, Digital, Not For Profit, Print