theTeam: Achieving brand synergy with Parkinson’s UK

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This post is intended as an overview of  a speaker session at our charity event The modern charity: Using video to connect with current and potential supporters, which took place on 14 July 2016.

Dan Dufour, Brand Strategy Director at theTeam, gave a really interesting session on how your brand purpose and personality should run through every presence, inside and out.

He discussed the breakdown in trust between organisations and audiences, and how this has lead to a new era of Purpose. A brand is now more than just a logo, a brand represents a promise.

To bring this to life, Dan gave an overview of theTeam’s Parkinson’s UK case study.

Parkinson’s UK’s vision is to find a cure, and improve life for everyone affected by Parkinson’s. In order to achieve this vision, they needed a brand which represented the brand purpose, inside and out.

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Did it work?

  • 97% believe the charity has a clear vision for the future
  • 72% of local branches adopted the new brand
  • Income surpassed all expectations’ for their five year growth plan raising more than £122million
  • theTeam’s work was recognised by the Design Effectiveness Awards.
Parkinson's 2

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