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Transform Awards 2011 - best rebrand from a not-for-profit organisation |
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Friday, 08 April 2011 13:35 |
Best rebrand from a not-for-profit organisation
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Gold
Anthony Nolan |
=Silver
Rugby Romania
=Silver
BRAC
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=Bronze
Home Heat Helpline
=Bronze
Crimestoppers
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Anthony Nolan runs the UK’s largest stem cell registers, and was set up in 1974. There was a perception of the organisation as a leukaemia charity, which needed to be adjusted to reflect its new focus on matching donors and patients. The organisation also needed to reach out to a younger, more ethnically diverse audience in order to get a wider range of stem cell donors.
Anthony Nolan appointed design agency Johnson Banks to modernise and reposition the brand to tackle these issues. Workshops and focus groups were held with both internal and external stakeholders to test the most appropriate positioning lines and visual identity options. A bold, modern new logo was designed to reflect the matching work of the organisation.
The charity’s messaging was also updated, and guidelines provided for staff – this brand training ensured better understanding of what Anthony Nolan does and increased buy-in for the new strategy.The new brand has seen Anthony Nolan become a modern and more relevant organisation that has successfully increased its interactions with a younger audience and experienced a rapid growth in the number of registered donors.. |
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