Cornwall Blind Association is thought to be one of Cornwall’s oldest charities, having been established almost 160 years ago to support miners that had lost their sight. However, the charity name was alienating people living with sight-loss across the spectrum – quite simply, potential clients did not want to engage with them because they were not “blind” enough. Trustees and staff wanted to explore the option for a brand new name.
MPAD held brand workshops across the organisation over two days, including all staff and trustees. We then presented our findings and recommended a new name and brand. Over a period of 18 months, we worked with the charity to deliver: Name game and name scoring, testing naming and branding with stakeholders, website development, signage design, stationery and design for print. We also provided interim communications for a period of time before working with a newly appointed communications manager to launch the new brand in April 2015. Using our contacts, MPAD also helped signpost the new communications manager and approached new trustees to build resilience within the organisation.
A more cohesive team. A more effective fundraising brand. Increased enquiries for their services – after three months, in July 2015, the charity received 70 new enquiries compared to just a handful during the same period in the previous year.