Derbyshire Children’s Holiday Centre (DCHC) was recommended to us as our charity of the year for 2011. With over a 120 year pedigree the Charity works with local authorities and schools providing holidays, respite and creating amazing memories for disadvantaged children all over the region.
After an initial meeting, our primary concern was for the identity – it portrayed that of a despondent child with her back turned. After many cups of tea, biscuits, heart to hearts and of course research it was recognising that although the former identity has been much loved and recognised throughout both Derby and it’s Shires, it was identified quite early on that the new brand needed to communicate the happiness and excitement at the Centre. There real need was to educate Derbyshire about the joy the Centre brings – the reason Derbyshire should be supporting them.
After initial brand development, concepts were put to the board early this year and were refined by InsideOut Creative over the following months. The new identity has four children of various ages represented by vibrant coloured silhouettes, some active, whilst others more reserved conveying the mixture of characters and ages provided for at the Centre.
The DCHC newsletter, broadcast on an annual basis, officially launched the Charity’s’ new look and was the starting point for developing this regular communication into an appeal pack that would encourage a donor to dig deep in support of their cause. The newsletter benefitted from a review of both the content and the design of the publication, and emphasis was placed upon the need for continual support in the life-changing work that DCHC do at Skegness.
Supporter fundraising stories, events information and of course information about the smiles the supporters donations created were injected into this publication to connect and inspire the donor base to help further, by way of providing donations, undertaking a fundraising event or simply to attend one!
The new brand and direct mail pack is already making positive steps in engaging the Charity with their supporters reaching out to their loyal donors, supporters and fundraisers thanking them for their hard work and support over the last year and has to date raised a significant amount of money securing holidays for disadvantaged children in 2012. We are sure the new brand will continue to be a strong factor in evolving the Charity commercially, assist them with engaging new donors and retain the support of their loyal donor base, inadvertently allowing them to continue the vital work they do in Derby.
Bill Tomlinson, The Trust Chairman, said, “I have been most impressed with the creative flair and dedication of InsideOut. Effectively they became an integral part of the DCHC team working with me to produce a cost effective design solution and brand that has been created to give a single totality within the DCHC ethos. Furthermore that ‘cost effectiveness’ never impinged on their time commitment or their furtherance of theme and quality. The entire Board are assured that we reached the right decision in handing them the brief and instruction.“
We’re proud to have been a part of this development by DCHC and are sitting with our mugs of tea feeling great that we could put our skills to use for the greater good in our community… thanks DCHC for letting us be a part of it!