Challenge – Creating Awareness for Centrepoint’s campaign
Centrepoint, a youth homelessness charity in the UK, approached us for creative and design support for their In Memory Giving campaign. The purpose of this campaign is for people to donate money in memory of a loved one. Centrepoint sought to raise awareness of this opportunity among their existing supporters, who might not be aware of this specific way to contribute. The subject matter is sensitive, requiring a thoughtful and considerate approach to design and communication.
Our approach – crafting considerate and inspirational designs
Our designer, Lisa Skadins, emphasised the importance of creating a campaign that was both respectful and uplifting. Understanding the personal nature of the donations, we aimed to develop materials that would resonate emotionally with the target audience as well as maintain Centrepoint’s brand identity.
- Brand Consistency: We adhered to Centrepoint’s brand guidelines, utilising their secondary colour palette. This allowed us to introduce a jade colour that complemented the primary orange and black, creating a distinct yet cohesive look for the campaign.
- Positive Messaging: The purpose of the campaign was to celebrate and honour the memory of loved ones by contributing to positive change in young people’s lives. We worked with Centrepoint to select positive imagery and crafted a concise and impactful message: “A gift in memory changes lives and futures.”
- Sensitive Design: Understanding the emotional weight of the subject, we ensured the design was understated, simple, and also effective. This approach worked to honour the memory of loved ones in a way that felt genuine and respectful.
Impact – effective and resonant results
Altogether, the design process resulted in a suite of materials. This included gift aid envelopes for collections, two thank you cards, social graphics, bookmarks, and pin badges. These materials were well-received for their simplicity and effectiveness, striking the right balance between commemorating loss and celebrating life.
Working closely with the Centrepoint team, we tapped into their deep understanding of their audience. This was invaluable in shaping the campaign. The collaboration not only enhanced the campaign’s effectiveness, but also reinforced the importance of working with clients as partners.
The campaign has the potential to forge long-lasting relationships with donors. They may continue to fundraise annually in memory of their loved ones, therefore sustaining Centrepoint’s mission to support vulnerable young people.
If you need design work for your charity or business to elevate your cause, please reach out to us. We are here to help you create impactful and meaningful campaigns.
