Bristol Giving Day
Creating a distinctive brand and website for Quartet Community Foundation
Quartet Community Foundation
Logo design, branding, web design, copywriting
Bristol Giving Day joins together businesses and local community causes to spread generosity across the city. One day in the year to inspire extra charitable giving and right proper fun to make a big difference to lots of local causes.
Organised by Quartet Community Foundation with the support of the Bristol business community, Bristol Giving Day inspires everyone to love the city.
“When we had the spark of a brilliant idea for Bristol Giving Day we needed people with special skills to devise the brand, website, copywriting and marketing collateral from scratch. As a charity our budget was tight and most importantly we knew we were looking for a creative agency that shared our values. Fate intervened and we met Martin and Dan from Luminous Media who shared their expertise with us and told us what would – and would not – work well for us. We’re hugely grateful to them for their fabulous creativity, speed and efficiency… but above all we’re grateful to them for caring every bit as much as we do about helping everyone have a fair chance of a good life.”Sue Turner
Quartet Community Foundation was looking for a creative agency to partner them as they launched Bristol Giving Day. They wanted a theme that would be reflected in a logo, branding, and in the copywriting for the project, and had provisionally suggested the local hero motif. The goal was to engage the Bristol business community to support a special day of fundraising.
It would be fair to say that previous special fundraising efforts along these lines had not seen a good ROI. Quartet had settled on a special day of additional fundraising but needed creative input to deliver the appropriate branding and marketing materials.
We wanted to move away from the hero theme as it is overdone and blends into the background. We wanted to draw on three key ideas to create a suitable concept:
- The rich history and contemporary outlook of Bristol
- Quartet’s mission to inspire philanthropy
- A sense of being part of whole city expressing love for its communities
As with any project of this size we carried out in depth conversations, discussion, and research with the key staff. This approach took in an audit of previous campaigns and also where and how this venture would fit into Quartet’s marketing and comms strategy. Crucially for any fundraising project we asked the key questions about how the design and copywriting would be utilised by the team promoting this project.
What we did
We began with the logo design, offering several suggestions in situ that expressed the inclusive idea of ‘loving your city’. We incorporated the Quartet colours, font, and logo into the designs, and developed a simple, clean, and effective heart theme. The key message is that people didn’t need to be heroes. They simply needed to show love and celebrate the place where they live and work.
Key messages and strap-line
Our research drew heavily on the vibrancy of Bristol as a city, past and present, and its unique persona (we couldn’t resist using the phrases only Bristol people understand “gert lush” and “right proper”):
“A paradise for foodies.”
“The city where every street is an artist’s canvas.”
“Everywhere you step you have the dust of history on your shoes.”
“Bristol has always resisted the bland.”
But we also need to up with a simple strapline. Something short and charged with meaning; enigmatic and resonant. Drawing on Quartet’s mission we suggested and settled on the portmanteau word to convey the essence of Bristol Giving Day:
Website and digital resources
The final stage was to design a new website to represent the theme, to be online platform to sign up and donate, and to offer downloads of the support materials that we had designed, a digital and print branding pack, and a fundraising pack.
Our team used WordPress to allow the in-house Quartet staff to have a CMS that would be easy to use. We edited and wrote the website content to communicate the reasons for getting involved with Bristol Giving Day, the stories of community projects supported by Quartet, and the simple process of how to get involved and how to give.