Brand development
WHO Foundation
– Brand development
– Website design and build
– Publications
– Events
– Video
Creating a living brand that engages with donors and key audiences across multiple touch points.
The WHO Foundation was created to boost the impact of the WHO. The priority was to develop their new brand for the digital domain and to create a new website. Our focus was to present a simplified narrative of the WHO Foundation and explain its relationship with the WHO.
Developing the online brand
When creating online materials, accessibility is core, so we defined colours and combinations, as well as usage for type and imagery. Once these rules were set, we were able to create a look and feel that emphasised the human focus in everything the WHO does.
A key part of the brand development was to create a tone-of-voice that expressed the personality of the WHO Foundation and then develop the content and calls-to-action that would resonate with key audiences, partners and donors and assist the fundraising teams.
Defining a clear purpose through consultation
We had face-to-face meetings with a diverse selection of WHOF staff, including those from fundraising. Our analysis of the feedback helped define a structure for the website and pathways for its key audiences of philanthropists, foundations, businesses, and individuals.
Website optimisation to engage principal funding partners
The website had to cater for general and specific use – our UX/UI suggested dedicated areas of the site for principal funding partners, so we created a unique secondary level of navigation for this important group.
Optimising the donations process for individuals
To ensure the payment process was as simple and effective as possible our UX/UI and technical teams consulted with Fundraise Up to trial the optimal approaches – resulting in an improved donor journey and simple campaign set up and management for the WHO Foundation team.
Increasing visibility and engagement
From annual reports and fact sheets that promote organisational values, to strategic documents that support fundraising. Online, interactive materials and videos promoted their involvement in high-profile initiatives with partners such as Maybelline.
“I am extraordinarily proud of the work that we’ve accomplished together as a unified team. It’s been a pleasure working with you all. Your insights and counsel are always on the mark, always welcomed and greatly appreciated. Looking forward to what we can accomplish next!”
Regina Lewis – Chief Communications & Marketing Officer
