Our campaign work with a youth homelessness charity
We’ve been working with Centrepoint, a youth homelessness charity which has been doing amazing work across the UK since last August.
Recently, they approached us for help designing materials for their ‘In Memory Giving’ campaign, which would encourage individuals to donate what they can in memory of a loved one. We knew we’d need to approach the challenge in a creative, but considered way.
Our in-house designer, Lisa, explains how we approached the work:
“‘In Memory Giving’ is a really thoughtful and caring way to remember a loved one. The donations received help to fund projects and services that help get the lives of vulnerable young people back on track, so it’s a powerful way to commemorate a loss and life. It can also be the start of a wonderful, long-lasting relationship with Centrepoint, where people often go on to fundraise with the charity every year in memory of the person that was close to them.”
Centrepoint was looking to raise awareness of In Memory Giving, particularly with the charity’s existing supporters who may not know about this particular way of donating.
Lisa continued: “The subject is a very sensitive one. I know personally what it’s like to lose a loved one, so I felt I could put myself in the position of the target audience and think about how I would feel if I came across the marketing materials myself. The Centrepoint team also had some great insights into the people who had donated before that they could share with us, which was really valuable when it came to approaching the design.”
As is often the case with design briefs like this, High-Rise needed to incorporate Centrepoint’s brand guidelines while creating a distinct look for ‘In Memory Giving’. This wasn’t a problem, especially as the charity’s guidelines had a secondary colour palette, enabling us to use a jade colour which worked really well with the primary orange and black brand colours.
As the purpose of In Memory Giving is to celebrate and honour the memory of a loved one to help change lives for the better, High-Rise wanted the materials to be positive and inspirational. With this in mind, we worked with Centrepoint to choose positive imagery of young people along with a short and memorable line to appear on all of the materials: ‘A gift in memory changes lives and futures’. This hit just the right note, perfectly conveying Centrepoint’s key message in just eight words.
“We created a suite of materials, including gift aid envelopes for collections, two thank you cards, social graphics, bookmarks and pin badges,” Lisa concluded. “The overall feel of the design of these materials is, I think, intentionally understated, simple yet effective, and fits perfectly with the subject matter.
“Finally, I have to say that the Centrepoint team were absolutely fantastic to work with. It was an education to hear what Centrepoint had to say. It is so important to work with the client, not just for the client. They know and understand their audience better than anyone and tapping into that wealth of knowledge is invaluable when approaching the design process.”
Read more about giving in memory of a loved one to Centrepoint, here.