Crafting the identity of the charity’s first digital, annual event

Campaign strategy / event identity / communications

Looking back to move forward

A platform for women in the Irish grocery industry, the ‘Today’s Women in Grocery’ (TWIG) group enables women grow their connections, network, and learn from leading inspirational women. All with a focus on raising the profile of women in the sector and fundraising for the Irish Grocery Benevolent Fund (IGBF). The IGBF assists in relieving hardship amongst members who have fallen on difficult times.

Missing out on being able to host their must attend annual fundraising lunch in 2020 due to pandemic restrictions; the TWIG committee set about developing a virtual networking event for September 2021.

With a stellar line-up of inspiring speakers, sharing their experiences on how looking back at the past helps us move forward to build on success and anticipate better futures. TWIG realised that the campaign for the event and the event itself would benefit from a fresh, identity to help drive impact.

Contemporaneous look and feel that resonates

Through a brief distillation session with committee members, our brand team got to delve into the initiative’s purpose to effectively ascertain the vision for the campaign. Consideration was given to the existing brand assets. Utilising the brand colour palette, a concept was formed based on an illustrative style that transformed the look and feel.

The illustrations speak to women in different aspects of their lives, giving the campaign a unique identity. The creative generates vitality, balanced with strong typography to effectively communicate the event theme. The campaign identity needed to work across a range of platforms from event branding in both physical and virtual form, to press advertising and social marketing. The dynamic nature of the illustration format was essential in enabling such fluidity.

From the first drafts to the live event background visuals, the look and feel resonated, sparking our favourite “love it” reaction. Importantly, it helped provide the right stage to promote and drive awareness for a signature fundraising event, that resulted in 500 guests attending.

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“We were delighted to partner with Tap Creative on the project. From the very start, they really got to understand both TWIG as an initiative to raise funds and support women in the grocery industry and to understand the wider IGBF charity. The end result was a look and feel that was both dynamic and contemporary and we were absolutely delighted with the results”
Sharon Yourell Lawlor
Chairperson, TWIG
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