Brands
Merlin
Defining Merlin’s position as 'medical experts on the frontline' differentiated them in a crowded sector and helped increase income year on year post launch.
A compelling and creative brand that captures what makes us unique. Already it has invigorated existing audiences and has helped to attract new supporters.
—
Imogen Ward, Director of Marketing and Comms
Impact
Silver Transform Award for Best Brand Development 2010. New celebrity ambassadors. Online donations up by 45%. Street fundraising recruitment doubled. Corporate donations up.
What was keeping them
awake at night?
Merlin has ambitious growth plans and needs its voluntary income to double by 2014. Operating in a highly competitive and crowded market, with public interest in development falling, its brand was failing to communicate what Merlin did with any clarity and awareness of the charity in the UK was low.
How we helped
Research with staff, partner NGOs, existing and potential donors and corporate partners helped identify Merlin's unique proposition and style: doing ‘what it takes’, and ‘staying for as long as it takes’ to help people build their own lasting and effective healthcare systems. The new iconic visual identity projects their expertise in a way that engages both UK fundraising audiences and practically supports their work in the field.
