The Brain Tumour Charity
Legacy brochure
Having successfully delivered a wide range of assets for The Big Bake, we were approached by the gifts in wills team at The Brain Tumour Charity to come up with a new positioning and visual expression of the charity’s legacy offering. The ‘Put your name to…’ idea was chosen from a shortlist of three concepts and was designed to convey just how powerful a person’s signature can be.
What we did
Concepts, design, artwork and social media/online assets.
Initially, we worked alongside our long-term collaborator, Lisa Pember, to interrogate all available information (including research findings) and to identify three potential propositions, which were relevant to the charity and meaningful for its supporters. After consulting with the client, we then went on to explore the most promising territory, devising three approaches, each with its own specific emphasis, look and feel, key messaging, and tone of voice.
A joined up effort
In discussion, we agreed that the idea of people ‘putting their name to’ the areas of progress they cared most about (their ‘signature’ interest, be that research, information, or practical support), was the most compelling. It also underlined the need for action; i.e. making and signing a Will, not just intending to.
The resulting brochure features a continuous line, which runs from page to page, linking together a legacy pledger, the charity’s CEO and President, brain tumour survivors and other key people to demonstrate how beating brain tumours is very much a joint effort. With powerful quotes to build momentum and an integral information request form, the whole piece is designed to inspire action – and to make it easy.
‘We were all impressed by the concepts and the time taken to bring them to life. Thank you… we are very excited about this work and can’t wait to see how the concept is developed even further.’
Head of Gifts and Partnerships at TBTC
