Cubic's Creative Challenge: Uniting a Charity's Community
A brand's power lies not just in its external appeal, but in the unity it fosters within. This is the story of how Cubic, a design studio, embarked on a unique mission to rally the troops of the Woodland Trust, a UK conservation charity, around a refreshed brand identity.
Most design briefs focus on external audiences: attracting consumers, donors, or stakeholders. But here's where the Woodland Trust's project takes a surprising turn. They tasked Cubic with an internal revolution, seeking to clarify their brand for their own people, who had grown confused by its complexity.
The charity, despite its public recognition, faced an internal crisis. Cubic's audit unveiled a brand that had become a maze of complexity, leaving staff disconnected from its strategy. But here's where it gets controversial: the brand was seen as the marketing team's domain, which could undermine the charity's external perception and donations.
Cubic's strategy? A campaign called "Us", designed to humanize the brand and foster a sense of shared purpose. They aimed to simplify the brand's language and structure, making it accessible to all. A bold move, but was it too simplistic?
Illustrations and animations by Con McHugh brought the campaign to life, depicting community, growth, and focus. These visuals, Oliver Bingham, Cubic's director, explains, were key to simplifying complex ideas. The campaign's launch included a bespoke book and a film featuring diverse Woodland Trust voices, emphasizing that every staff member plays a vital role.
The results are promising. Staff are engaging, asking questions, and understanding the brand from the get-go. But the real test lies in the long-term impact. Will this internal focus prove more powerful than external campaigns? The Woodland Trust believes so, positioning itself as a charity where every individual contributes to its success.
What do you think? Can an internal brand strategy truly influence public perception and support? Share your thoughts in the comments, and let's explore the power of unity in branding!
