Complete launch campaign marketing and creative
Aspire Adoption is a partnership of Bournemouth Borough Council, Dorset County Council, Borough of Poole and Families for Children child adoption agencies. The aim is that by combining resources, they will enhance the quality of services on offer to prospective and existing adopters and adoptees.
- Complete brand identity
- Logo design
- Headline creation
- A0 window poster design
- Website design and build
- Marketing strategy
- Social media planning and marketing
- A5 booklet
- Newspaper advert design
- Pull-Up banner design
Aspire Adoption was seeking an agency to deliver not only a comprehensive creative suite, but also a complete marketing strategy for both online and offline.
Careful thought and consideration had to be given to recruiting new prospective adopters by any means possible to utilise not only the reach of the message but to also stay within the given budget.
As this was a new Regional Adoption Agency partnership and the first of its kind in the UK, a fresh brand identity was required along with accompanying supporting collateral.
After a multi-way pitch process, we were very pleased to be awarded the contract to supply Aspire Adoption with a complete marketing strategy together with supporting creative collateral.
We, therefore, set about creating a new brand identity to include a new logo, type styles, colour palette, suggested tone of voice, messaging and initial layout ideas.
The concept of the logo motif was derived from highlighting the coming together of four adoption agency partners to form the first Regional Adoption Agency in the UK. We wanted to create an iconic shape to represent several elements, which when combined create a fresh new shape. We decided on the petals so that when combined, they would represent a ‘blossoming flower’ or a ‘butterfly’ – both of which being clear metaphors for a child nurtured by their new adopted family.
For the logotype style, a clean and modern typeface was adapted to reflect the exciting new direction of the partnership, creating appeal for the target audience and sitting well with the logo motif.
The colours for the logo motif combine soft pastel colours not only associated with feeling happy but also sit very well together. The colours were intentionally overlapped in the middle of the motif to indicate the coming together of the four adoption partner groups. We were also very careful to not bias any of the associated partner members via the chosen colour palette. The final logotype and motif combine to produce three striking versions for different placements.
Now we had the logo sorted, we could start to create a juicy brand style for the advert templates! This would help to establish the layout, utilisation of the colour palette, type styles, logo usage, suggested imagery and messaging.
Aspire ended up with a series of advert designs, most of which featured images of children or represented children and families. These images were, of course, all created based on the context of their accompanying headlines.
The main background colour needed to stand out so the launch collateral was bold, so we decided upon a uniformed colour scheme consisting of an aqua blue and a pastel yellow; both of which were part of the established logo colour palette. The main image chosen for the launch campaign was that of a family’s shoes together with the bold headlines of ‘Start Your Adoption Journey Here’ and ‘Growing Families Together’.
From the advertising, the other collateral was created; from booklet design, pull-up banners, social media pages, social media post images, press adverts and last but not least – the website design & build!
All the collateral produced had to work alongside the marketing strategy created for Aspire Adoption, in combination with Marketing Angels.