SeeAbility is a growing charity which enables blind and partially sighted people with additional disabilities to achieve more from life and encourages others to see beyond the disability.
Ideally...
As a well-respected and successful charity in the South of England, SeeAbility needed to take a long-term view of its prospects of reaching blind and partially sighted people with additional disabilities throughout the country. Part of this involved getting help with creating a clear, consistent and meaningful brand to support its high-quality core services and fundraising activities.
Mark already had a working relationship with Chief Executive David Scott-Ralphs, through previous work for the learning disability charity, Mencap. When Fundraising and Marketing Director, Jayne McGann, took up her role at SeeAbility, it was the beginning of another great working relationship that has stood the test of time, working across annual reports and campaign name creation to the establishment of mainstream consumer language.
Getting on with the job...
Starting with a thorough analysis of the range of messages SeeAbility was sending to its wide variety of audiences, we were able to make recommendations for developing the brand. This involved taking a new approach to the look and feel of the brand identity, in which words played a significant part. Working with designers to create a more authoritative and powerful brand that would also appeal to more mainstream audiences, we produced a series of annual reports. Year on year, these reports became more confident, as SeeAbility - its target audiences and in particular the people who benefit - embraced the change and became more involved.
Perhaps the biggest success has been the SeeAbility eye 2 eye Campaign, designed to raise £2 million to fund essential outreach work for partially sighted people with learning difficulties all around the country. This bold and confident name, supported by a strong visual identity, has enabled SeeAbility to put its first foot on the rung of national recognition.
A job well done...
Jayne McGann, SeeAbility Fundraising and Marketing Director, said:
"Working and connecting with communication specialists over a good period of time is worth its weight in gold. It not only avoids having to repeat the wheel every year, it allows you to have frank, honest conversations about what works and what doesn't. These are the sort of conversations I like - especially when they lead to the quality of work that Mark and Debbie have produced for SeeAbility over the last few years. And thanks to their generous charity discount, I get that quality at a price I can afford."
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