Giving new life to the charity's brand

Taking a closer look at how The Ambulance Staff Charity (TASC) followed our recommendations to refresh their brand and website to help grow their presence nationally.

Who

Founded in 1986 as The Ambulance Services Benevolent Fund, TASC was launched in spring 2015 to support the mental, physical and financial well-being of all people involved in the UK’s ambulance services, including immediate and retired staff and their close family.

Why

TASC were looking to update their branding to help reposition the charity and represent more clearly the breadth of community they support. Their website wasn’t user friendly and the content was out of date due to content management system difficulties. It didn’t provide the level of service users needed or accurately reflect TASC’s caring nature.

The new design needed to ensure that all information could be easily found in less than three clicks whilst simplifying the user journeys for donations, event sign-ups, beneficiary enquiries and volunteer interest. It was also important for TASC that the new website was mobile-friendly, as nearly 50% of their website traffic was from mobile devices.

What

Through a detailed discovery audit and workshops we developed TASC’s current branding to help evolve a brand that was growing and already recognised by the ambulance community, focusing on bringing the brand up to speed with TASC’s future thinking and developed their charity proposition.

TASC’s new logo design retains the Star of Life, a blue, six-pointed star featuring the Rod of Asclepius in the centre that symbolises the emergency medical services in multiple countries. It’s been simplified so it can be used throughout all marketing platforms including social media and uses a vibrant and more inviting brand colour palette. As part of their brand repositioning, a new strapline was also created for the charity “Caring for those who care for us” to represent their values and principles.

The new website design had TASC users at the heart of it. Through using a more illustrative style and focused photography of individuals, the refreshed design is simple, clear and features more colour. Users will now experience a smooth journey on the website, being hand-held through the process they were most interested in, whether that is donating, volunteering or fundraising.

To encourage more direct donations to the charity, it was important the online process was hassle-free and easy to follow. We worked closely with TASC to integrate a donation CRM system into the new website design and other ways of donating were also highlighted clearly across the website - from texting to payroll giving - to appeal to a variety of donor types.

The TASC online shop was also integrated, offering visitors the chance to support the charity through purchasing merchandise such as their First Response Coffee or personalised peg doll key rings.