The Ambulance Staff Charity (TASC), currently in their infancy, wanted help to grow their presence as a national charity. After approaching Rawww, we recommended that a new website design and a branding refresh would give TASC the advantage of becoming more recognised on a national level.
Founded in 1986 as The Ambulance Services Benevolent Fund, TASC was launched in spring 2015 to support the mental, physical and financial well-being of all people involved in the UK’s ambulance services, including immediate and retired staff and their close family. As part of their brand repositioning, we created a new strapline for the charity “Caring for those who care for us” to represent their charity values and principles.
TASC were looking to update their branding to help reposition the charity and represent more clearly the breadth of community they support. Through a detailed discovery audit and workshops we developed their current branding to help evolve a brand that was growing and already recognised by the ambulance community. We focused on bringing the brand up to speed with TASC’s future thinking and developed their charity proposition. TASC’s new branding ensures they have the flexibility to work with modern day digital and print channels such as social media. The new logo design retains the Star of Life, a blue, six-pointed star featuring the Rod of Asclepius in the centre that symbolises the emergency medical services in multiple countries. It’s been simplified so it can be used throughout all marketing platforms including social media and uses a vibrant and more inviting brand colour palette.
Previously TASC’s website wasn’t user friendly and the content was out of date due to content management system difficulties. The website wasn’t providing the level of service users needed and it didn’t reflect TASC’s caring nature. The new design needed to ensure that all information could be easily found in less than three clicks whilst simplifying the user journeys for donations, event sign-ups, beneficiary enquiries and volunteer interest. It was also important for TASC that the new website was mobile-friendly, as nearly 50% of their website traffic was from mobile devices.
Rawww designed a website that had TASC users at the heart of it. Through using a more illustrative style and focused photography of individuals, the new design is simple, clear and features more colour. We focused on creating a smooth user journey on the website, hand-holding users through the process they were most interested in, whether that was donating, volunteering or fundraising. Within the first month of the website launching, website traffic increased by 179% compared to the same month in 2018.
To encourage more direct donations to the charity, it was important the online process was hassle-free and easy to follow. We worked closely with TASC to integrate a donation CRM system into the new website design and other ways of donating were also highlighted clearly across the website - from texting to payroll giving - to appeal to a variety of donor types.
The TASC online shop was also integrated, offering visitors the chance to support the charity through purchasing merchandise such as their First Response Coffee or personalised peg doll key rings.
- Chief Operating Officer, TASC
The amount website traffic increased to in November 2019 compared to November 2018
The increase in new users to the website in November 2019