Plan International

The challenge:

Plan International is one of the world’s foremost child-centred development organisations, operating in more than 75 countries. At the core of their work is girls’ rights and education.

Plan came to the agency with a brief to help distil their brand narrative into a strong positioning – a ‘USP’ to reflect what they do and instil action on the part of their audience.

Secondly the brand asked us to deliver a full website refresh, leading on design and development, and reflecting this new brand positioning.

Coming from position of relatively low awareness among its competitive set of international non-governmental organisations in Ireland, but benefiting from a powerful proposition this was a hugely rewarding brief & project.

The solution:

Our first step was to facilitate the team in identifying and defining their brand position into a new brand tagline.

We designed a brand development process incorporating stakeholder and audience research and interviews, and led a series of workshops with the senior leadership team in the organisation. Testing different territories the group arrived at a preferred brand position which we refined through copywriting to the tagline, ‘Because girls’ education leads to girls’ equality.’

CMS led design and development of an entirely new website at Plan.ie. We started again by facilitating the Plan marketing, web and operations teams in defining their needs and pain points, translating these into a brief for our UX design team.

We managed the project through to final delivery of the full new website reflecting the refined brand identity and Plan’s vision, mission and the millions of girls – and boys – for whom it advocates all over the globe. Critically our new UX design sharpened the donor journey, driving increased page visits, visit duration and average donations for Plan’s fundraising goals.