Over the last few weeks we’ve been working on a really exciting multi-channel design and branding campaign for a local charity. Dorset Blind Association approached us initially asking if we would support their upcoming “Try It Blind” campaign, where people are challenged to attempt an everyday activity blindfolded, in order to help raise money to support blind and partially slighted people.
“We are hoping to raise £15,000 by the end of September, which will fund a new project offering personal development, life skills, employability skills training, volunteer and work experience placements, benefit help, CV support and eventually help with finding paid work for our visually impaired.
Recent changes to benefits have made it harder for blind and visually impaired people to support themselves without paid work. It is a competitive jobs market and work is needed to bridge the gap and provide blind and partially-sighted people a step up towards education and employment.”
We were excited to be able to help the charity as one of their “Corporate Champions”, but then the conversation moved on to the visual presence of the campaign, and we got talking about the design and branding elements. Jaya from DBA explained that a whole raft of materials were needed, from email footers, social media theming, roller banners, flyers and posters. Centered around the #tryitblind hashtag, the aim is get people to try something they do every day but blindfolded, film it, share the footage across social media, challenge others to do the same and then donate.
Such a campaign obviously needs careful consideration and treatment given that it needs to convey clear instructions, generate empathy and encourage charitable giving. No mean feat! So, with the help of two of our talented interns Mia and Perry, we set about working with DBA to create a logo and set of branding elements that would spearhead their new campaign.
Lots of ideas were thrown around and tested during the early stages, and we like to be as ‘createful’ as possible during these initial points in a project. Fairly early on we realised that one option would be to create the logo in line with the spirit of the challenge – blindfolded! Always up for a challenge, we donned our blindfolds, sat down (or were told where to sit!) and began sketching out some ideas. We knew nothing was going to be highly polished, but we still wanted something that was at least recognisable, so the shape of an eye was an obvious choice. We tested some secondary ideas that depicted all the other senses people with sight loss have to rely on, but eventually the simplicity of the eye won out, and we went ahead making the following video to show the process.
There are lots more aspets to the campaign, and we’ll be showing some of those in the following weeks. For now, why not set yourself a challenge to do something blindfolded, record it, share it on social media, donate and challenge others to do the same!