Branding a national ambulance charity

Taking a closer look at how The Ambulance Staff Charity (TASC) followed our recommendations to refresh their brand and website to help grow their presence nationally.

The challenge

TASC were looking to update their branding to help reposition the charity, better represent the breadth of community they support, and stand out on social media. The new website needed to prioritise the user, with particular emphasis on it being mobile-friendly to appease their high website traffic through mobile devices, whilst also capturing their caring nature.

Evolving a growing brand

Through a discovery audit and workshops, we developed TASC’s current branding to help evolve an already well recognised charity within the ambulance community. The new simplified logo design symbolises the emergency medical services in multiple countries, and the vibrant brand colour palette and people-focused illustrations are more inviting. As part of their brand repositioning, a new strapline was also created for the charity “Caring for those who care for us” to represent their values and principles.

Putting TASC users at the heart of the brand

The revised website ensures all information can be found in less than three clicks, and simplifies the user journeys for donations, with a new integrated donation CRM system, event sign-ups, beneficiary enquiries and volunteer interest. The TASC online shop was also integrated, offering visitors the chance to support the charity by purchasing branded merchandise.

Designing ideas that stick

We also developed a social media sticker campaign to raise brand awareness and engage new audiences via social channels. The stickers, brought to life with micro animations, represent both key aspects of the ambulance community, with illustrated ambulances and medics, along with more brand-related images such as the ‘donate to TASC’ button and the TASC fundraising stars.

Thorough hashtag research ensured each sticker has several allocated, relevant keywords to help a user find the stickers when searching on social media, and since their launch have had more than 3.2 million views.