Small Green Shoots is a charity that helps young people from disadvantaged backgrounds engage with music and the arts through events, workshops and projects. They also provide work based training leading to paid placements in businesses across the UK.
The Small Green Shoots team approached us 5 years ago to create an identity and set of assets to accompany a project that provided opportunities for NEET kids to gain skills-based experience in the music industry. The turnaround time was fast, the budget was lean and they also needed help with marketing strategy. It was a resounding success and we’ve been besties ever since, creating regular work for the charity every year.
Over the years we’ve been tasked with a range of objectives – from engaging hard-to-reach Gen Z’ers and Millennials from disadvantaged backgrounds with limited access to the arts, to helping the charity convince corporate businesses to join their Young Shoots Programme as employers. The primary goal for Small Green Shoots is to appeal to young people, particularly those not in education, employment or training (who account for 11.4% of all 16-24 year olds in the UK). It’s the charity’s M.O. to engage these young people by getting them to attend their events, participate with their projects and take advantage of the opportunities offered to them by Small Green Shoots. As such, they wanted innovative, dynamic and sometimes disruptive project identities and media assets to get these young people to sit-up and pay attention. They also wanted to shake off the “stuffy” image of charity, which was creating a barrier between the charity and their core audience.
Our approach and quality of work has been widely praised by the charity, their steering board, the young people they work with and their benefactors. As a result, we’ve secured consistent work across the past 5 years, with further work contracted for 2018. To help with turnaround times and budgeting restrictions we have created a set of blueprints for project branding and asset creation that can be adapted for each new project. Our approach is also helping to shape Small Green Shoot’s approach to marketing, streamlining their production process and improving company recognition among their core audience and their secondary audience of benefactors in the process.
The projects we’ve worked on have included: Untold (a week long arts festival held in honour of National Storytelling Week), Freedom Dreams (an artist-led poetry project for National Poetry Day), ImmigRANTS (an evening of spoken word to challenge misconceptions of the refugee crisis) and FundaMENTALS (a mental health project aimed at teenagers, supported by Children in Need and Comic Relief). For each project we begin by building mini identities tailored to the specific objectives assigned to that project, before creating additional collateral such as mini websites, print materials and media assets. Outside of these individual projects we’ve also designed infographics, written copy and filmed videos for the charities own brand marketing and sales requirements. To add the cherry on top, this year Santa has really delivered – Small Green Shoots have asked us to work on their own brand and website this year. Watch this space…
Increased brand recognition in 2017
Increase in live (targeted) audiences across 2017
“Barefaced work hard to provide brilliant, cost effective solutions on very tight turn around times. They’ve increased our brand recognition by 41% and created assets that have helped to break down those “charity event” stereotypes – which is crucial not only to our audience but also to the young people working on our projects.” – Natalie Wade, Director.
A bold new identity and brand strategy for a company challenging the status quo
Re-positioning a historic estate agents, driving rapid growth and increasing web traffic by over 200%
A differentiating brand proposition in a market where everyone is saying the same thing - resulting in a 41% uplift in brand recognition
We have lots to show you, we've been working hard.