Christian Aid

Brand stories, tone of voice and assets for Christian Aid

Contributors

Design Brand messaging Information for professionals Tone of voice Copy (print) Powerpoint Brand strategy Workshops Illustration, icons and infographics

What we were asked to do

Christian Aid sought collaborative input to enhance engagement with UK supporters. Key deliverables included updated tone of voice and messaging guidance to reflect their brand values and deepen empathy. Clear and direct messaging to unify their storytelling across various platforms. Additionally, an accessible PowerPoint presentation to effectively communicate our mission to stakeholders at all levels.

What we did

In our discovery phase, we conducted a kick-off meeting to establish objectives, budgets, and schedules. We reviewed audience research, Christian Aid brand, and competitor communications. We presented a detailed document outlining the direction, including a brand story developed through workshops and story prototypes. Stories were refined to ensure authenticity, relatability, and emotionality. We developed core and satellite stories, drafted tone of voice guidelines, and created messaging toolkits. Optional testing and feedback were integrated into refining stories and producing a PowerPoint story template.

An image of a women with a colourful dress and headscarf holding a baby smiling with the title...Nobody chooses poverty.
Image of a women wearing a colourful dress and headscarf with the title ....but we can choose hope.
A snapshot of the 1960s: Vietnam War in 1968 and an infographic on money raised since the 1960s.
Image of a 1970's poster symbolising the amount spent on car taxes versus the income of half the world's population.
1980’s image supporting partners in South Africa demanding change for good, symbolising a transformative era.
Image symbolising the 1990’s era to help the stigma and discrimination of people living with HIV in the sub-Saharan Africa.

What they thought about it

"It has been very exciting to receive our brand story, and seeing your storytelling evolving structure!  It reads so well that it’s obvious you’ve put a lot of work into it."

Tanya Jackson - Brand Officer
Image showing Christians Aids Tone of voice guide, with red colourful sections and text.

Do you need to define your story?

Let's do it together
White box with text and a globe infographic. Title saying together, we can put hope into action.
Sunset image with a family walking through a working field