Cascaid to help NAS review its brand
Howard Lake | 10 March 2007 | News
The National Autistic Society (NAS) has appointed charity direct marketing agency Cascaid to carry out a review of the charity’s brand and communications to “develop a stronger and more consistent brand and key messages for its universal audience of stakeholders, supporters and donor groups across the UK”. Cascaid won a competitive pitch against three other agencies.
NAS last rebranded in 2002. Charles Looker, Marketing Manager at NAS, explained the new move: “Rather then change our name and logo we are looking at developing what is behind the logo. We’ve chosen to work with Cascaid because we believe they understand our needs and can help make our brand work harder for us. We want to improve the way we talk to our diverse audiences with communications that flow across campaigns and help shapes our culture.”
Cascaid will explore the charity’s brand using focus groups and one-to-one interviews with staff and volunteers, as well as with donors, members, donors, the general public, medical carers and Government service funders.
Using this research, Cascaid will develop “strong and consistent brand messages, a communications guide and a revamped visual guidelines and literature system”, in order to lead future marketing communications within and throughout the organisation.
NAS deals both with a complex condition and with a wide variety of people, including parents, carers, professionals and people with autism. It also delivers millions of pounds worth of care, education and training services to local authorities all over the UK.
Cascaid will be looking at new messaging, new tones of voice and new ways for the charity to express itself.
Reuben Turner, Creative Director at Cascaid, is a key member of the team working with NAS and said: “The challenge isn’t to change the organisation – it’s to help it express more effectively the love, care, passion and expertise behind it.”
www.nas.org.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.