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Surge is a small charity organization with a 100% pledge, where, unlike many other charities, all public donations goto fund safe water, sanitation, and associated education projects. Once the team received a reference from Surge, it felt like the right fit for the great partnership from the start.
Lacking that one comprehensive brand story was affecting Surge internal and external communication, from engaging a diverse team of volunteers from all over the world, to preparing and organizing fund-raising events to help bring awareness for the brand.
After undergoing detailed research and brainstorming sessions with the team, Jpd developed the BrandDriver “RippleEffect”, implying that even the tiny drop of generosity has a long-lasting effect. Inspired by a simple concept of “Ripple Effect”, the JPd team developedSurge’s brand positioning statement, key attributes, along with a detailed brand tone of voice and design system, that would guide the Surge team and support its communication internally and externally.
Based on the developed BrandPositioning, Jpd offered minor amends to the established brand logo to adapt it to the multiple platforms used in the digital world. The Surge team was not initially open to changing its brand identity, however, once they saw the results, were happy and inspired to go ahead with suggested changes.
With the only partial implementation of the new brand strategy in 2016, according to the client, the Surge team achieved the highest results ever recorded, helping them provide safe water access to215,947 people.
One of the1st brand implementations was re-naming the annual key fund-raising DDD event from“Design, Dine, Donate” to “Design, Dine and Make a Difference”, which helped to introduce the new brand to a wider audience. With over 350 guests gathered for the inspirational Gala, the Surge team recorded a higher number of partners compared to the previous year. New speakers, which volunteered to come from Uganda to deliver their special message to the UAE audience, reflected a real impact of brand engagement. Equipped with a TOV guide for the 1st time to help them construct the flow of the event, every speech made an incredible impact, touching on different elements of the company, yet relying on one central platform of the brand story. With the brand’s complete rollout scheduled for2017, the Jpd team received only positive feedback on the impact the new brand had on Surge, engaging team internally, helping with streamlining their social media and digital activity, attracting new partners and inspiring new donors to take part in helping the world one drop at a time.
Brand Insights
• Business Review
• Stakeholder Interviews
• Peers Analysis and Visual Audit
Brand Strategy
• Brand Positioning
Verbal Identity
• Tone of Voice
Brand Identity & Development
• Brandmark
• Visual Identity
• Visual Asset creation
• Brand Guidelines
