Awareness of UN Women and its HeforShe initiative is high on a global scale. Audiences are less clear about its role in the UK,
which has created a barrier to participation. UN Women National Committee UK works with a wide range of audiences with varying needs, making clarity of offer, consistency of approach and relevance of message essential for the brand and communications.
The organisation needed tools to support communications,
with a visual identity that is consistent with the global entity, but
with expressions and applications that would create engagement.
With plans to increase its presence and launch a large-scale campaign in 2017 in the UK, it was essential to review the
UN Women National Committee UK brand.
Our strategy was to develop a clear brand proposition and
identity that defines and reflects UN Women in the UK.
Built on strengths
An identity that is recognisable, as it takes its cues from the UN Women logo – with its undeniable authority and clarity – but is infused with the character of the brand in the UK.
As many of the concepts are complex, we decided that we
needed to transcend language and use symbols as simple expressions of complex ideas with a new graphical approach
that creates a rich and compelling brand story.
The process was participative, with facilitated workshops
made up of Trustees and other stakeholders to develop a
shared understanding of UN Women NCUK now, and
in the future.
The proposition addresses the organisation’s people and
its impact. This is supported by a messaging toolkit, with
value statements and communication themes, developed
and tailored to key audiences.
The result is authentic to the global brand, yet contemporary
in order to serve the needs in the UK. Over time, audiences will begin to recognise the symbols and their meaning, which will
in turn reinforce the organisation’s purpose.
The brand is being rolled out across the country, and used
in all communications and campaigns. The website is currently
in development and will help to build momentum and recognition.
The brand signifies a clear direction for the organisation as it
enters a fresh phase.
The team at Appetite did a fabulous job! They really took
the time to get to know us, resulting in work that not only feels right, but excites
UN Women NC UK makes a real difference. To get involved and
find out how you can help click here.