Communications agency, Lawton, has conceived a fresh, creative and contemporary brand proposition for the charitable organisation, The Africa Centre, in order to aid the charity’s fundraising initiatives and encourage potential donors.
With a landmark building in Kings Street, Covent Garden, The Africa Centre is a charitable organisation that celebrates all things African. Since opening over 40 years ago in the heart of London, The Africa Centre has established itself as an important place for innovative culture, fruitful debate, development networking and education relating to Africa.
However, over the past few years the centre had become neglected, but the new board of trustees have submitted redevelopments plans to dramatically transform the existing site into a sophisticated 21st century building. They are currently working to raise the necessary £12-£13million required to ensure the centre remains part of the community for future generations.
Working alongside the trustees, Lawton has been brought onboard to develop a brand proposition for the centre and to integrate this messaging throughout all fundraising collateral. The collateral, which includes printed materials and an online presentation, has been designed to reflect the core elements of The Africa Centre – vibrant, contemporary and dynamic.
Boko Inyundo, a trustee at The Africa Centre, said: “We appointed Lawton because of its exciting ideas which reflected a deep understanding of the brief whilst their truly collaborative style of working showed they were a good fit for our trustees to work with. Lawton has delivered a fantastic creative concept for the Africa centre brand and I look forward to how the new positioning will help us reach out to fellow Africans, as well as engaging with prospective donors and partners of the centre.”
Lawton Managing Director, Mark Scott, commented: “We wanted to create a brand position that better reflected the centre’s ambitions. By focusing on The Africa Centre’s cultural and social activities, and bringing the brand to life, we feel that we’ve encapsulated the essence of what the centre stands for,” concluded Scott.
Lawton also conducted a brand ‘masterclass’ for trustees to help them communicate the ‘new’ Africa Centre in a compelling way to potential donors. Going forwards, Lawton will also develop a PR strategy inline with the brand repositioning, along with redeveloping the centre’s website.
For further information please contact Fiona Healey at Lawton.
Tel. 023 8082 8500
Notes to Editors
Lawton is an integrated communications agency specialising in advertising, digital, PR and direct Lawton is part of Lawton Communications Group Ltd, founded in 1979. The group employs some 150 people, of which 39 are employed by Lawton.
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