“Our sector is both complex and disperate so required high levels of capability in communicating the purpose, key messages etc as well as in ensuring those that needed to be were fully engaged. I cannot recommend Creative Concern highly enough, as creative, competent, reliable and very collaborative people to work with.”
Ben Hughes, Chief Executive
In 2014, we worked with the Community Development Finance Association (CDFA), the trade body serving the community finance sector, to understand its current proposition. Through workshops, surveys and interviews with key stakeholders, including board members, and CEOs of partner and competitor organisations, it was discovered that the perceptions of the organisation’s remit was out of date, confused and, in some cases, negative.
We worked with (CDFA) to hone the ways in which it communicates its offer, resulting in a complete rebrand of the organisation, including a name change to Responsible Finance. At every step, options for the name, messages, tone of voice and visual identity were tested with a stakeholder control group before approval of the final brand. Following an official launch at the House of Commons in November 2015, we handed over a toolkit of brand assets to enable the team to roll it out across the organisation.