NFP Brand strategy including master & sub-brand refinement


The Brief

A brand audit undertaken by VSK provided the impetus for a critical look at the brand, sub-brands and applications. The new logo needed to modernise the brand’s image and ensure VSK was visually aligned. Being an NFP, tight budgets were expected. 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 Approach

The MIH creative team developed a new master brand identity. The brand hierarchy included existing fundraising brands which needed refinement to ensure they aligned with the master brand whilst continuing to build trust and loyalty with donors. As part of the individual campaign roll outs, each fundraising brand required a unique set of deliverables including event signage, brochures, billboards, microsites, merchandise, wayfinding, livery, decals and social media graphics. MIH redeveloped the VSK website on a responsive WordPress platform to provide the client with an intuitive CMS that allows them to manage their own content.


The Results

Refreshing our brand identity, including a logo that had been used for 25 years since Very Special Kids' inception, presented certain challenges for our organisation. Make It Happen took the time to understand our vision and reasons for change, then provided expertise to guide us through the entire process.

Make It Happen worked with us to find the best way to communicate the sensitive subject of caring for children with life-threatening conditions in a way that respects the families we support.

The result was a fresh new logo that represented the essence of Very Special Kids and a more caring and compassionate image to the work we do. Our brand really came to life when Make It Happen created additional design elements to complement the new logo, such as the colour palette, iconography, bubbles and contemporary visual devises. We have also benefited from Make It Happen's digital expertise - a fully responsive website and the creation of artwork for social media have enabled us to increase our online presence.

Through a collaborative partnership, Make It Happen has created a consistent visual identity for Very Special Kids, which we can also control internally through the development of templates and brand guidelines. We have recommended Make It Happen to other not for profit organisations undertaking brand projects, as the advice we have received and the results achieved have been outstanding.

Sarah Hosking, Chief Executive Officer, Very Special Kids