The Children’s Rights Alliance was established in 1995 and is a coalition of over 120 organisations working to secure the rights of children in Ireland by campaigning for the full implementation of the UN Convention on the Rights of the Child. The Alliance enjoys relatively good brand equity among its many stakeholders, but the positioning and implementation of objectives had become somewhat confused over the years.
To reflect the great work the Children’s Rights Alliance to today, RichardsDee were approached to do what we do best;
Deliver a compelling brand strategy project and focused brand communications
We adopted a strong collaborative approach to the brand strategy project; involving all stakeholders at an initial research stage. Everyone agreed that the Alliance needed to be more representative of their members and much more authoritative and confident in tone.
The brand strategy project would achieve this. Our response was to create a new visual identity that underlines what the organisation is fighting for, namely Children’s Rights. The proposition ‘Uniting Voices For Children’ reinforces the fact that the Alliance is a coalition with scale that brings organisations together that benefit the child while the new identity and message hierarchy allowed the Alliance much stronger cut-through, brand impact and visibility. The voiceless now have a clear and confident voice.