National sexual health charity Brook wanted a fresh new brand identity that embraced their heritage but also saw the organisation moving with the times. As well as making a meaningful connection with their target audience, it needed to galvanise those involved in the day-to-day running of the charity and reaffirm the core message and values.
Staying true to the roots
The new brand was inspired by the heritage of the charity and its founder Helen Brook, who had campaigned tirelessly to promote sexual responsibility in the young. We wanted to create a brand that took that passion to heart and communicated with the same energy and confidence. Brand assets like the Brook pattern were inspired by the flamboyant dresses that Helen Brook used to wear and are a subtle nod to the charity’s past.
Delivering the brand
6rs delivered a series of brand workshops, before creating the new brand, developing guidelines and rolling the identity out across all marketing channels, including presentations, posters, stationery, event collateral, annual reports and website. The final outcome is a bold and vibrant refresh that is sensitive to the ethos of the organisation and its founder.
With the new brand came the consideration of how the charity should be speaking to their audience, so all content was revised to be better geared to a younger demographic, with a relatable, non-patronising tone that made good use of humour where appropriate.
Strong collaboration with the Brook team really helped us get under the skin of the brand and make the project a success.
Online help and advice on sexual health and wellbeing
A powerful search tool and landing pages for each topic make it easy for users to find the content they need quickly and easily. The search tool recognises typos and synonyms, so if someone types in ‘johnny’, the condom page would appear. Features like this were really important to make it more usable for the young audience, and a mobile-first approach was taken on the design as the majority of users access the site via phone. Quick guides and resources made content easy to digest and a donation facility was added to enable people to support the charity.
We’ve also helped more people to find and access Brook’s services through the ongoing management of their Google Adwords campaign.
6rs took a brief and creatively executed it – to real results. In less than a week, 10% of our fundraising target had been met and we’ve had brilliant feedback. I feel so lucky that we have found 6rs and have the relationship with them that we do.” — Laura Hamzic, Director of Digital @ Brook
Their attitude and approach is always faultless - friendly, can-do, creative and collaborative and the standard of their work is excellent.” — Laura Hamzic, Director of Digital @ Brook
