Veronica Ferguson from heedi design talks the importance of branding. Presented live on 3 September 2015 at Primate Presents: Campaigns for Charities, Edinburgh.

1. Good
Evening!
BRANDTALK
VERONICA FERGUSON
HEEDI DESIGN

2. WHY DO WE NEED TO
APPLY VISUAL BRANDING
TO OUR CAMPAIGNS
HOW DO WE START
HOW WILL WE KNOW
IF ITS RIGHT
?

3. Visual
BrandingAND WHY IT MATTERS
TO CHARITIES

4. increased competition
budget cuts
higher need
£

5. £

6. VISUAL BRANDING IS
NOT A LUXURY, IT IS A
necessity

7. RECOGNITION
BELIEVABILITY
OVERALL IMPRESSION
trust

8. FERGUSON AND SONS
Funeral Directors
dignity* respect *
since 1986

9. early days playgroup
If you’re looking for a progressive,
stimulating, caring and affordable
children’s nursery in Edinburgh –
we’d be delighted to meet you.

10. VISUAL BRANDING IS
NOT A LUXURY, IT IS A
necessity

11. YOU
RESOURCES AREN’T
ALWAYS ABOUT
CASH

12. 966669:;<$$$$

13. GOOD VISUAL BRANDING IS
CLEAR
CONSISTENT
MEMORABLE
APPROPRIATE

15. Apple

16. Apple

18. CHALLENGING MENTAL HEALTH STIGMA.
ONE CONVERSATION AT A TIME.
www.letswalkamile.org
CHALLENGING
MENTAL HEALTH
STIGMA.
ONE CONVERSATION
AT A TIME.
www.letswalkamile.org

19. empty belly pOsters/leaflets
‘empty belly’ artwOrk is
available On Our website
tO assist yOu in publicising
yOur Own event[s].
CHALLENGING MENTAL HEALTH STIGMA.
ONECONVERSATION AT A TIME.
CHALLENGING MENTAL HEALTH STIGMA.
ONE CONVERSATION AT A TIME.
type yOur event
details here / date /
time / lOcatiOn
type QuOte
and/Or event
details here
type QuOte
and/Or event
details here

23. LAyoUT EXAmPLES
cliMAte
cHAnge
is tHe
deFining
gloBAl
cHAllenge
oF our tiMes
puBlic
sector
inVestMent
A STimULATE iNNoVATioN by
supporting novel green technologies
and business models
A DriVE CoST rEDUCTioNS
through economies of scale and
support a preventative spend agenda
A ENHANCE iNDUSTry
CErTAiNTy through clear signals,
unlocking private sector funding
A rEBALANCE THE ECoNomy
away from debtfinanced consumption
towards investment
A CrEATE NEW JoBS and increase
labour participation
Well targeted public sector investment in
innovative low carbon engineering and building
projects can help to address market failure and
boost productivity. In particular, it can:

24. LAyoUT EXAmPLES
tHe cAse For
loW cArBon
inFrAstucture
STimULATE
iNNoVATioN
by supporting novel
green technologies
and business models
DriVE
CoST
rEDUCTioNS
through economies
of scale and support
a preventative spend
agenda
ENHANCE
iNDUSTry
CErTAiNTy
through clear
signals, unlocking
private sector
funding
rEBALANCE
THE
ECoNomy
away from
debtfinanced
consumption
towards investment
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LorEmLorEmLorEm LorEm

27. We use infrastructure every day –
to commute to and from work, to power our homes, even get water
out of the tap. The decisions we make now about what and how
we build will dictate how we travel, heat our homes and power our
industries in 2050. Scotland’s Way Ahead is low carbon.
LoW carbon infrastructure
meAnS economic, environmenTAl
And SociAl benefiTS.
Low carbon heating
could lower both
emissions and bills
Less carbon in the
atmosphere means
cleaner, healthier air
Cycling and walking
infrastructure makes
it easier to travel
actively & safely
Our low carbon economy
is expected to support
60,000 jobs in Scotland
by 2020.

28. 1. VISUAL BRANDING IS NOT A
LUXURY, IT IS A NECESSITY.

29. 1. VISUAL BRANDING IS NOT A
LUXURY, IT IS A NECESSITY.
2. WITH THE RIGHT APPROACH, AND
A GOOD BRIEF, YOU WILL SAVE
MONEY AND RESOURCES.

30. 1. VISUAL BRANDING IS NOT A
LUXURY, IT IS A NECESSITY.
2. WITH THE RIGHT APPROACH, AND
A GOOD BRIEF, YOU WILL SAVE
MONEY AND RESOURCES.
3. KEEP IT CLEAR, CONSISTENT,
MEMORABLE AND APPROPRIATE.

31. fin