Heroes Aid Brand Awareness
‘Hero’ is such an appropriate word to describe each one of our healthcare workers who have worked tirelessly over the pandemic to treat those who have been unwell. Heroes Aid is a charity set up to provide support to these people through a range of services. Despite all the great work the charity does, it still has a relatively low profile among its stakeholders and the public.
Defining what was needed
I spent time with the CEO in order to understand the role of Heroes Aid. The charity offers a host of wellbeing services including free 24-hour helpline, one-to-one counselling, wellbeing information and online support tools. Following this session and review of the Heroes Aid profile, I proposed developing a visual system to support promotional work in raising the charity’s profile.
Expanding the toolkit beyond the logo
The brand mark itself, which was designed by Vincent Devine, did not change, however it was my job to build a visual style around the branding to help tell the story of what Heroes Aid does. Based on the planned activity in raising awareness for the charity, I carried out an exploratory phase of work in creating a range of applications.
This exercise broadened the brand assets by testing colours, fonts, photography and visual elements to give Heroes Aid a preview of potential branded items to review in line with the charity’s vision.
The tone of voice for a charity is key, and I recommended it should be natural, honest, approachable and professional. I defined the primary colour palette, selected appropriate fonts, prepared master artwork files for the brand mark to facilitate digital usage and defined a distinctive photography style to represent the supporting role of Heroes Aid.
Building awareness
One of the key activities to kick-start the awareness campaign was an initiative devised by Irish band The Blizzards and the RTÉ Concert Orchestra who teamed up for a new recording of their biggest hit ‘Trust Me I’m A Doctor’—all to raise awareness and funding for Heroes Aid. To prepare for the initiative, I created branded images for PR activity, reviewed the Heroes Aid branding elements on the video and visualised the elements on the GoFundMe platform layout.
Being visible where it matters
The project progressed in creating digital assets for social platforms and in a move to build further recognition of Heroes Aid, I designed several mobile billboards for display at hospitals in Dublin, Cork and Galway. Staff in nursing homes throughout the country will soon see posters displaying the support services offered by Heroes Aid.
All the creative assets inform the brand toolkit and can inspire a range of future branded communications, which will continue to build awareness but, more importantly, much needed funds for this worthy charity.
The Heroes Aid logo was created by Vincent Devine.
