Background
Western Chances believes in the power of education to transform lives. Western Chances is a not-for-profit organisation working to unlock the potential of young people in Melbourne's west. Their scholarships support motivated and talented young people, who may not otherwise have the opportunity to pursue their education or their dreams. When Western Chances approached us they were in need of a total brand makeover in order to attract corporate sponsors.
Project
For the initial project we were briefed to create a new Brandmark, Responsive Website and Annual Report for Western Chances - as well as a range of Digital and Print, Design and Advertising. New photography of scholarship recipients was also required, to be used throughout the website and across all the new collateral.
Challenges
The new branding needed to resonate with everyone involved in the organisation, including scholarship recipients, board members, sponsors and potential sponsors. A website is usually a brands first and main touch point, so getting it right in terms of design and user experience was vital.
Solution
The new brandmark is eye-catching, engaging and positive in both colour and form. Photography of scholarship recipients, art directed by ThompsonCooke creative and photographed by Igor Sapina gave us great visual assets to work with across the entire project. The new responsive website highlights scholarship recipient achievements and provides information about how corporate sponsors and private sponsors can get involved. Importantly, the CMS we specified adapts beautifully for use on tablet and mobile devices and is easy to use, allowing Western Chances to update their website as required.
Results
On the day the new branding and website were launched there was much excitement from everyone involved in the organisation. We received messages and emails from board members, sponsors and scholarship recipients. Western Chances professional and engaging new look has allowed them to grow their sponsorship base significantly. Their website has achieved SEO objectives through organic growth.
I love the new website - clear, fun, easy to follow and lots of great photo content. Great job to all the team. Warmest wishes. Emma Harrison, Gourlay Foundation.
Website Strategy and Design
We wanted to represent Western Chances as the supportive, dynamic and passionate not-for-profit organisation it is, to its existing supporters and potential partners. To do this we chose to develop the website around their scholarship recipients. Each portrait used showcases the success that Western Chances has brought to Melbourne's west. Each recipient has their story included, with a quote accompanying each portrait.
The navigation is intuitive. All main organisational areas represented by quick-links (further portraits) while the dropdown menu is simple and straight forward. Donation buttons are highlighted in corporate orange and all links are in corporate yellow.
Website Content
Western Chances required the website to contain specific functionality to make the everyday running of the organisation simple and effective. This functionality includes:
• Online sponsorship application forms (including instructional PDF's)
• Online donation forms - integrated into a CRM
• Alumni/membership survey forms
• Two Blogs - separate news and events blogs
• Newsletter - A newsletter and segmented database (in Mailchimp)
• Partner logo's and links
• Western Chances team information and contacts
• Links to all external scholarship programs available
• All social media links.
All contained within an easy to adjust web platform, enabling the client to alter in-house.
Website Typography
The typeface used throughout is DIN, a modern, legible typeface that's available in a range of weights. This is the corporate font for all Western Chances collateral. The corporate PMS colours of orange, yellow and grey (HSL conversion for online) are used throughout the website in all typography, buttons and links.
Website Photography
We've been art directing the Western Chances photography for 8 years. Each year portraits are taken of existing scholarship recipients, both tertiary and secondary, with the photography relating to each students area of study. Igor Sapina has produced amazing images every year, maintaining a consistent look and feel throughout the library of images. All images are produced in 3x2 landscape for ease of use in all digital media.
Ongoing work...
Digital and Print Advertising
We have since created a number of Ad campaigns for Western Chances. These feature on digital billboards and printed banners at Melbourne Airport and in local press.
Annual Reports
The Western Chances annual reports promote the organisation beyond the financials. The images of scholarship recipients are used throughout. As Western Chances is a not for profit organisation, costs are always a major consideration and we always try to minimise our environmental impact. The annual reports were printed on 100% recycled paper using the most cost effective digital print process available. The reports were well received by all partners and supporters of the organisation. They can be accessed online (as a PDF download) or printed as a leave behind for corporate sponsors.
digital Annual Reports
The Western Chances annual reports are now supplied as digital only files. The report is supplied as a single page (16x9) PDF that can be read onscreen or printed out in-house. They can be downloaded from the Western Chances website.
