Helping an organisation that oversees charitable donations in the UK and abroad meant giving everything we had.

100 years of work, refreshed in 12 weeks

Few organisations have spent a century helping others – but that’s exactly what Charities Aid Foundation (CAF) has done. To mark this incredible achievement, CAF was refreshing its brand. New colours, fresh photographic style – plus a new brand line we created through our value proposition process: Together, we give more.

This line was far from the only thing Blackad contributed to CAF’s new look and feel. There was the new tone of voice we developed with the team at CAF, applying this to dozens of web pages, naming of products and services, and hundreds of collateral items to update in the new style. It all had to be ready to mark CAF’s 100th anniversary – just 12 weeks away.

A practical approach to production

With timescales this tight and a brief that took in so much, a clearly defined production schedule was essential. Web page layouts were set in stone. And though most products and services were staying the same, how customers found them through CAF’s website navigation was changing. So how we signposted these changes really mattered.

Wherever words went, our new tone of voice went too. We also updated the style guide as we went, incorporating lesser-used terms when they came to light. To keep such a sizeable amount of copy changes consistent and manageable, we split the work into phases: each member of our team taking on a particular area and co-ordinating with our clients at CAF. The result? Batches of completed copy every week up to our deadline.

All set for a second century

CAF was delighted that everything was ready in time for their 100th birthday. And we were pleased to have helped set our client on course for another 100 years of success.

Visit the CAF website

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