Southside corporate identity

Sector: Charity

Brief: The Four Peas undertook an initial brand development exercise for Southside, then devised and implemented a communications programme including website, corporate ID and literature production.

  • Professionalise the charity in the eyes of its partners
  • Facilitate marketing workshops & brand review
  • Crystalise service structure and benefits
  • Create new visual identity
  • Produce new website and literature
  • Provide smart marketing templates and components, enabling future communications to be delivered in-house.

As a well-established independent charity, Southside supports families dealing with issues like physical disability, domestic abuse, substance abuse or long-term mental health problems. Key partner agencies include local councils, social care providers, schools, churches, health professionals and the police.

Solution: The agency initiated a clearly structured brand development programme that began with an internal management team workshop. This proved an invaluable way to identify organisational challenges, clarify confusion over the service portfolio, and win collective buy-in to a more marketing-focused approach.

Based on the workshop outcomes, the Four Peas then carried out interviews with a range of Southside’s clients and partner agencies. This proved a powerful way of testing assumptions and gaining an accurate picture of how the charity was perceived externally.

The agency then produced a formal brand framework document to underpin all future communications, establishing the key brand differentiators, assets and underlying rationale. This strategy drove the creative phase encompassing the distinctive new corporate identity, tagline, design style, stationery set, brochure, corporate website and marketing document templates.

Results: The Four Peas has helped the charity gain a better understanding of its brand, and how it’s perceived by stakeholders and partners. It has also delivered the marketing assets and strategy that enable Southside to communicate its value more effectively. This improvement is central to the charity’s aspirations to successfully fundraise, thrive and grow.

[supertagline]“We held a promotional event to launch our new identity, and were delighted with the positive feedback.We really appreciated your knowledge, experience, professionalism and patience. Your contribution will have a lasting quality as your communication style has changed ours and is now reflected in everything we do… ”

Penny McKissock, Director, Southside


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