our work
New Dawn
Project: Brand proposition, Visual identity, Launch presentation and event at the House of Commons – completed with Interrelated
When: 2010
What: To help create a sense of identity and shared common purpose for a new product initiative under the Penny On umbrella. Then deliver a presentation at the House of Commons to introduce Penny On and to launch the New Dawn idea – Penny On was conceived in the Western Sahara desert back in 2002, when the Founders (Martin Dewhurst and Athony Vernon-Riley) were working for an NGO programme supporting the Sahawari people. Penny On was born in Chorley, Lancs in May 2009 and is an effortless, inclusive, fundraising mechanism that supports the achievement of the Millennium Development Goals – At this event, Colin Challon (Cross Party Chair of the Climate Change Group) highlighted progress to date around the world in achieving the targets within MDG 7 and the Penny On contribution, before introducing "New Dawn", a programme designed to bring food and water security to the Sahawari people, using Permaculture technology and the energy and enthusiasm of Britain's young people.
How:We established a strong steering team of client and Interrelated people to develop the brand proposition, styling and core messages. A distinctive visual identity was created with strong behavioural change drivers built into it.
Outcome: The event at The House of Comms was very successful, with many people taking a keen interest in the Penny On and the New Dawn offerings for the first time. New Dawn is sending its first team of young British people to the Sahara desert during the latter half of the year.