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Brand Strategy & Website
For the Rory Belle Foundation
The Opportunity
The Rory Belle Foundation is the only place that parents of children diagnosed with Nars1 can get information. The founders of RBF were keen to engage with as many parents as possible to not only provide a safe space but also relay information and most importantly help fundraising efforts to help find a cure.
The original brand, messaging and website had been created to begin the awareness journey. However, it was very scientific and could be scary to parents who had just received a diagnosis.
The Foundations - Brand Strategy
In the first instance we needed to get under the skin of The Rory Belle Foundation so we ran a 3-hour brand messaging and Tone of Voice workshop to get a deep understanding before developing a messaging and tone of voice guide.
The messaging was purposeful but warm and simplified often complex information.
Key content pillars were developed to help steer information shared in the future.
A Brand Evolution
Some of the previous brand elements were very sentimental to the Rory Belle Foundation therefore we evolved the existing brand to include a more refined, modern, positive colour palette. We also redrew the script logo and created a new icon that represented the neurological nature of the disorder.
A New Website
When receiving a diagnosis Doctors have rarely ever hear of this disorder therefore they signpost to The Rory Belle Foundation website.
It was important that the positive nature of the messaging came through the website whilst there were clear calls to action encouraging parents to enter information into a vital research database, guide them through the information in a digestible way so not to overwhelm and encourage a sense of community. They are not alone.
The new website also needed to be easy for the RBF team to use and update themselves in the future. As they had used Squarespace previously and were comfortable with this platform this was used.
Nine Yard Marketing scoped the website, planned the UX and site mapped, designed and built.
"Cat supported our small non-profit team in a tone of voice and rebranding. She took us from a family run non-profit, to something that is professional. Her collaboration shaped our new website, content, logos and what and how we deliver our messaging to our community and the world. I regularly receive compliments on how well done everything is! It's been and invaluable investment."
Rachel Hielmann, Founder, The Rory Belle Foundation
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