Brief
In 2015 the charity Art Fund's strategic 5 year plan was to double its impact and income. However, to achieve this ambition the organisation realised there needed to be a huge shift in brand recognition and perception to bring in new younger audiences and create sustained growth. With the trustees brought into the process and the necessary investment secured a full rebrand project was kicked off.

Process
Senior management and key trustees were first invited to contribute to workshops to define and decide fundamental brand questions such as  Art Fund’ s name, proposition and personality traits. 

To speed things up and keep the project in budget, Art Fund’s in-house design team was embedded at Wolff Olins offices to help co-create the visual identity, tone of voice, design system and brand guidelines.  I worked alongside the Wolff Olins creative director to oversee the design development on a daily basis. This iterative process allowed me to have total oversight and involvement at every stage of the project, keeping senior staff informed and removing the need for a ‘big reveal’ as staff were brought along on the journey and felt invested in the process. 

Once the guidelines were established, full implementation of the new brand  including corporate stationary, membership and marketing materials, website reskin and the annual report, were completed by the in-house team within 3 months

Deliverables
Website, way-finding, marketing materials, corporate stationary, brand guidelines, products

Agency: Wolff Olins
Strategy:Cecilia Martin
Design: Art Fund in-house team, Oliver Helfrich