A Brighter Way to Fundraise!
RAFFLELINK BRAND STRATEGY & VISUAL IDENTITY DESIGN
WHO ARE RAFFLELINK
RaffleLink is a online platform making it easy and profitable for schools, sports clubs, charity groups and individuals to fundraise. Say goodbye to the hassle of paper tickets — they set you up with your own web page, manage credit card payments, offer free marketing tools, analytics, and account reconciliation. RaffleLink was started a number of years ago by Belinda Watson, a parent who wanted to organise a raffle at her Daughter’s school, but was told by the other parents it would be too much hassle and red tape. She knew there had to be an easier way and was inspired to start RaffleLink.
RaffleLink came to me after launching the business with a logo design and website a year earlier. Despite developing a digital platform with great functionality for raffle sales, they hadn’t experienced the growth they were hoping for in their first year. They knew they were being let down by a poorly thought out brand identity and website. As Belinda put it “Our poorly designed website did not reflect the technology behind our digital product & service. The look was dated, the content was eclectic and we had no buyer conversion channels. As a result people visiting the site did not stay and our conversion rate was low.”
RaffleLink had invested little into their brand identity up until working with me, focusing instead on building their online raffle system, and it showed. Their look and feel was doing them no favours — it was clunky, masculine, clinical and dated. What they really needed was a brand with a feel good message, which showed they were approachable and cared, and that appealed to their primarily female audience of mostly mothers, event managers and individuals. We needed clients to feel proud to partner with RaffleLink and for the look and feel to be as modern and innovative as the online functionality and as warm and friendly as their dedicated service offering.
RaffleLink previously described itself as “Smarter Fundraising”. My concept was to reposition them as “Brighter Fundraising” a tagline which had a dual meaning reflecting not only their intelligent service offering but also their happy, positive, friendly service.
THE LOGO DESIGN
The logo design features a unique abstract sun inspired graphic icon. It has a continuous moving line, looping and curving around to suggest a holistic approach which takes you from start to finish. It also represents a ball of string starting to unravel, suggesting the process is simple and effective, as well as a sense of fun and play.
Modern, Welcoming, Professional, Upbeat, Feminine, Fun, Warm, Feel Good
The graphic elements bring a upbeat, quirky, vintage-modern edge to the brand. They integrate subtle elements of the brand, such as shapes from the logo and usage of a pattern created from the logo as a texture, creating a very customised feel. Subtle textures were introduced to give the illustrations a down-to‑earth, quirky and very current look and feel. The graphics have been a hit with clients, with one commenting they were attracted to the business through the look and feel of the graphics on the website.
THE COLOUR PALETTE
The colour palette was used to evoke a great sense of warmth, kindness and celebration. We steered away from the competitors use of blue and created a point of difference with the apricot core colour. We tied this in with a light and dark grey, for an overall gender neutal colour palette that was still highly attractive to the female audience.
“Emma’s creative approach exceeded our expectations. She produced a unique, attractive and cohesive branding design, website and marketing resources that have generated a notable increase in conversions and lots of positive feedback from our clients. I know that we have a quality service and with our redesigned branding I am now more confident in conveying that to my potential clients. I am proud of where our business sits in the fundraising space and regret not seeking professional guidance with our branding sooner.”