City Circle had a strong identity but needed to refresh its image and offering so that members would participate more actively in activities and events. The young, dynamic nature of City Circle membership means that the City Circle offering has to fit with the priorities and needs of executives and professionals who want to engage with current social and charitable issues and look to City Circle to make that possible.
Rebranding the website, improving engagement through social media, boosting interactivity and reflecting the open-minded, dynamic nature of the organisation. The organisation is values-led which required a comprehensive understanding of its membership base, activities and aims before design work could begin.
Damask Media conducted depth research with the client to understand the organisation and its membership. Wide field research sited City Circle in a constellation of organisations serving an accomplished, high-powered members with time constraints but also possessing a lively interest in contemporary affairs and a desire to change the world for the better. Damask’s own value-led vision made it a natural port of call when City Circle’s ambitions required stronger, better, faster systems and cleaner, clearer brand identity.
The main focus of design was to create a powerful website with high functionality. In appearance the site slotted alongside organisations such as Harvard University and TEDx, as members are likely to feel familiarity with such sites.
Highly responsive web function and integration was vital to allow City Circle members to connect via many social media networks and to view the site on a variety of mobiles, tablets and other devices. Donation pages were streamlined to ensure easy giving to City Circle’s key charitable causes and linked to the RSS pages so that regular updates on project progress are organically fed to membership. This accountability/response level was identified as being key to success - busy successful people with strong altruistic urges wanted to see how their donations were used and Damask Media found streamlined ways to meet that need.
Finally, to give a completely integrated brand identity, Damask Media provided a logo rebrand which modernised the organisational image and fed organically into new corporate stationery and merchandise such as T-shirts, which appeal to this young, committed membership body.