How do you ensure 333 UK NGOs get heard?
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Bond is the uniting force for 333 UK international development organisations. They promote, support and represent the work and interests of UK NGOs. Since their beginning in 1993, Bond’s role has grown significantly. They are no longer just a membership organisation, but have become an active agent for change. They needed a new brand and communications that reflected their position as leaders within the sector.
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The first step of any rebranding project is to work out where the brand currently is and where it could be. We looked at Bond’s existing communications, their peers', and internal and external perceptions of the organisation. It became clear that, just as Bond the organisation had become a more proactive, confident player, their brand needed to align with this new positioning. The new identity we created for Bond included a visual and verbal tone, as well as comprehensive brand guidelines. We brought the brand to life through their website design, annual report, member's magazine Networker, and other marketing collateral.
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The rebrand has provided Bond with a framework for more consistent communications. This has resulted in more clarity around their role. A perfect example of the impact was in the number of new membership applications in the months following the rebrand. Organisations can join Bond every three months; at the first quarterly opportunity to do so, 23 applied compared with a previous average of four.
Bond