5 steps to building a charity campaign brand
Just before Christmas, I was asked to design a sub-brand for a charity campaign – a really fun, worthwhile, and fast-paced job that I absolutely loved! I wanted to break down the process here and share what was involved :)
1 – Getting to know the core brand, inside-out
I’m lucky to have worked with the Wildlife Trusts (and Somerset Wildlife Trust in particular) for nearly a decade, so I already knew the brand well. However, whether the client is old or new, it’s vital to understand the brand’s mission, tone, and visual identity.
2 – Deep-dive into the brief
This campaign had a broad scope, combining several objectives into one central theme: ‘New Year, Wilder You’. The campaign aimed to feel fresh, positive, and active—encouraging people to make choices that benefit their wellbeing while also supporting local wildlife. It covered everything from fundraising to engagement and awareness-building. Getting to the heart of the brief helps guide every design decision.
3 – Build a mood board
A mood board is a powerful tool in the design process. It's where you can gather imagery that evokes the emotions you want the campaign to convey. Think about the campaign’s tone and how it will communicate visually—through colour, typography, illustration, and photography. At this stage, your mood board should broadly reflect the charity’s core brand, but don’t be afraid to push the boundaries a bit! You want to create something fresh while staying rooted in the brand’s identity.
4 – Find the sweet spot
Once you have your mood board, it’s time to find the sweet spot where the campaign’s aesthetic overlaps with the core brand—like a visual Venn diagram! Consider whether the colour palette and font set are broad enough to create a sub-brand that feels connected yet distinct. Can you make slight tweaks to the visual elements to give the campaign a fresh look while maintaining brand consistency? The goal is to create something that feels like part of the core brand but also carves out its own space.
5 – Test test test!
Testing is a critical step! Most charity campaigns need to work across multiple formats and platforms, so it’s essential to test the designs in different environments. Will your visuals perform well on social media posts, flyers, email newsletters, and large banners? Is the design flexible and adaptable? By testing everything upfront, you can ensure it’s robust enough that it won’t need to be tweaked and fiddled with once it’s gone live. If it’s got enough flexibility, the messaging works and the brand is consistent across all the touchpoints – you’ve nailed it!
If you're a charity looking for a designer to bring your campaign to life, feel free to get in touch. Let’s create something great together!