Bringing new warmth and meaning to a charity brand

When Suzanne Bailey, an ex. Hewlett Packard Enterprise (HPE) marketer and client of Forepoint came asking for creative design and digital support, on behalf of the Ascot Fire Brigade Trust – a local charity she’s involved with, we were only too happy to lend a hand.

The background: 

The Ascot Fire Brigade Trust is a small, charitable organisation generating income from its ownership of the old Ascot Fire Station building, and providing funds to support local people, charities and worthy causes in the Ascot and Sunninghill areas.

The brief

Our brief was to bring new warmth and meaning to the Ascot Fire Brigade Trust brand identity and address low levels of awareness amongst the wider community.

The challenges: 

To tackle the charity’s distinct lack of visual identity and address low levels of awareness amongst the wider community, particularly those eligible for its support. 

Having functioned well through word of mouth and awareness within the local Council and churches, AFBT was suffering from a lack of identity and a broader knowledge of its offer and its brand values.

The solution:

Our award-winning, junior designer Gabe Aplando worked with Suzanne to understand the challenges and the requirements, before creating a number of visual concepts for the charity to consider. 

Each one of Gabe’s ideas was focused on reflecting the charity’s legacy, but also on communicating its role as a compassionate, caring and supportive organisation, striving to help those in need. 

The chosen identity is visually engaging, instantly recognisable and human. It encapsulates the brand values the charity wished to communicate to its audience and has helped to reinforce it as a highly credible and trustworthy organisation – something that’s vital in this sector.

In addition to creating an identity which the charity can now build upon, our digital team has developed an online presence to allow it to reach out and connect with:

The feedback:

Commenting on the support provided by Forepoint, Suzanne Bailey said: “The Forepoint team have helped us immensely. Their creativity and understanding of the task has created a clear identity where we had none, and a platform for us to build on online and in the community we work with and support. All of the Trustees of the charity are delighted with the outcome and thank Forepoint for their support.”

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