Charity branding
Earsay
The Jersey Society for Deaf Children & Young Adults has been registered for 39 years and with engagement at an all time low they knew something had to be done to reconnect with their target audience and motivate existing members to be more involved.
As a committee they chose to rename to Earsay to take the emphasis away from being a society. Side-on were then engaged to harness the committee's renewed energy, developing a revitalised brand identity and focused mission.
The Solution
A brand pyramid was developed to focus communications on key messages that Earsay should promote in order to engage its various audiences. A unique typeface, colour palette and visual language were then created to give the brand an appropriate personality and fit with the newly created positive brand-essence: Pride. Support. Opportunity.
The Website
With the identity and brand guideline work completed we then tackled the website - the hub for all of Earsay's communications.
To ensure that everyone from kids, through young adults, to parents had something on the website, the site-architecture was developed around the concept of zones. This way each audience can quickly navigate to the content relevant to them. Feeds from national deaf charities and BBC iPlayer sign zones are pulled into the site to ensure live access to amazing content.
Hooked up to sitebuilder, a sophisticated content management system, Earsay are able to easily update their news, events and gallery pictures to keep the site fresh, encouraging the audience to revisit.
The site also benefits from facebook's comment facility allowing users to 'like', comment and share content as they engage with the website. Videos are also pulled in from Earsay's branded YouTube channel to keep the site content relevant, engaging and current.
The Results
Since the launch of the new identity, engagement with Earsay has improved significantly - evident through increased website visits, attendance and engagement at events and an ever increasing social media audience.
Awareness in the island has also grown, with a surge in both corporate and media interest, resulting in increased donations.
Click here to see the Earsay website case study, or visit www.earsay.je to see the site in action.
