A client I’ve worked with for quite a while now, Hannah at Keyfund recently asked me to be their ‘Marketing Guru’.
Me! Steve! Scary… What this has meant in reality is that I’ve been entrusted with devising their new brand strategy.
What's brand strategy?
I’m working hard to help reposition the Keyfund brand so that each market sector we are talking to see it in the way we intend. We are proactively setting the correct ‘tone of voice’ depending upon whom we are addressing.
Keyfund is a charity that enables young people to carry out projects that develop vital skills sometimes missed with conventional education. The young people present an idea to a panel (facilitators and board members) and if that idea has value, Keyfund fund the project. It could be anything from a day out bowling to setting up a company!
The brand has lots of different jobs to do!
The Keyfund board need to see the brand as solid, reliable and significant, the facilitators must see it as supportive and far reaching and the young people must see the brand as fun, ‘easy to talk to’ and engaging.
Quite exciting don’t you think? And they’ve given me free reign! And as a designer this doesn’t happen to often.
Where's Wally?
One of the first things I'm creating is an illustration. It's a huge ‘Where’s Wally’ type image showing all the different young people keyfund can help. This is being hand drawn (by me!) and when finished will be used across all media as a promotional feature. The website (Keyfund world) is going to focus on the young people and what they can get out of Keyfund. It's due for launch in August 2007.
I'm the brand guardian - so hands off!
So keep an eye out. Keyfund is changing, it is all down to me (of course) and as an added bonus I get to call myself their brand guardian! I look after how it's used; always.
Tune in next month. I’ll be running my own South American nation…
Steve |
