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Case Studies: Causes / Companies

We help nonprofits amplify impact.

We’ve seen firsthand how a comprehensive branding and communications strategy can help nonprofits garner the praise, partnerships, donations, and human resources they need to achieve their missions, and to tell their story in a way that moves their audience to action. With more than 35 years combined experience in communications and brand strategy for the international nonprofit sector – much of it based overseas and on the road – we are passionate about leaving the world better than we found it. We demonstrate that commitment by donating 3% of our revenue to charitable causes, and by working with nonprofit clients to help them raise funds and awareness, build movements, and change perceptions, attitudes and behavior.

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Case Studies: Causes / cullen+them
2017

cullen+them
Branding and Website

  • Brand Strategy
  • Identity Design
  • Messaging
  • Copywriting
  • UX Design
  • Visual Design
  • Website Development
Challenge

We were approached by the Executive Director of New York Live Arts/Bill T Jones Dance Company to rebrand her long-time labor of love, the Young Dance Collective (YDC) and merge it into a larger parent brand. YDC, a nonprofit dance company dedicated to making work choreographed by its own young members, presented an interesting set of challenges. Now in its second generation, one of its founding members had taken over as the artistic director and launched a larger nonprofit arts organization. YDC was being merged into the larger organization, and its leadership wanted to ensure that YDC’s audience and all its stakeholders understood YDC’s place in the larger brand and came along for the ride.

Results

We created a branding system, complete with brand bible, that facilitated the merging of YDC into the new larger organization, while preserving YDC as a distinct entity. Key to this effort was the development of a consistent visual identity across both the parent brand and the sub-brand, and the creation of the parent brand that stood on its own while also supporting the YDC brand. 

We also developed the website architecture, website UX and UI, and developed the website as a custom-built WordPress theme.

Client Feedback

We were in the early stages of envisioning this company when we hired Firmament and I worried that it might be difficult to communicate our ideas and needs. But Firmament was incredibly willing to hear us out and walk through different ideas with us. Working with them helped us to get  clearer about our company and our brand. The end product was incredibly personalized and tailored to our needs. I would highly recommend Firmament to anyone who was interested in taking their website and brand to the next level. 

Hannah Cullen
Founder and Artistic Director
 cullen+them

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Case Studies: Causes / Clinton Health Access Initiative
2014

Clinton Health Access Initiative[ ]Project Video

  • Art Direction
  • Video Editing
  • Infographics
  • Motion Graphics
  • Illustration
  • Lower Thirds
Challenge

By 2006, the plague of HIV/Aids and its stigma had penetrated the heart of some of the world’s most remote communities. In Papua New Guinea (PNG), an estimated 65,000 adults and 5,000 children were infected, with no treatment available. Clinton Health Access Initiative (CHAI) partnered with the governments of PNG and Australia to expand access to life-saving HIV testing and treatment for the urban poor and the rural majority of PNG.

The partnership worked. In 2006, there were no rural HIV treatment clinics. Today, there are over 30. HIV transmission to babies has dropped by 75%. The number of people tested for HIV in PNG each year has risen from 1,800 in 2006 to 405,000 in 2013.

CHAI approached us to help them tell the story of their work. They had already used a local video production company to gather footage from the field in PNG, but found that they were missing many of the shots they needed.

Results

Without a budget to gather additional footage, we were tasked with video editing and the creative use of infographics and motion graphics to fill in the gaps and tell a story that would touch the hearts of donors and make a strong case for CHAI’s continued involvement in Papua New Guinea.

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Case Studies: Causes / Saukhyam Pads
2017

Saukhyam Pads Brand Positioning and Website

  • Brand Strategy
  • Messaging
  • Copywriting
  • UX Design
  • Website Design
  • Website Development
Challenge

As part of their work to empower rural women throughout India while improving public health outcomes and moving villages toward more sustainable living practices, Embracing the World set out to develop a reusable cloth pad that rural women would actually use. (Many reusable pads had been developed already, but innovators found that rural women balked at adopting them. A primary reason was modesty – they had nowhere to wash and dry the pads inconspicuously. In designing a pad that worked for rural women, the product team landed on a pad that was more practical for women everywhere. They called their new product Saukhyam, or happiness and well-being.

The Saukhyam product team approached Firmament to design and build a website to raise awareness about the new product and help them position the Saukhyam brand as head and shoulders above existing reusable pads.

Results

We began by analyzing the existing market for reusable pads, and found it saturated. This indicated that there is already broad interest in sustainable sanitary pads. Thus, instead of focusing Saukhyam’s messaging on the benefits of reusable, we decided to focus on why women who are sympathetic to the idea balk at making the switch. After conducting interviews with more than 60 women, both from rural India and from the United States and European nations, we identified common key obstacles and worked with the product team to make sure that Saukhyam’s design addressed each of these reservations. Then we positioned the brand as sympathetic to women’s concerns and tailormade to address them. We put testimonials from actual users on every page of the website, speaking to those concerns and the way the Saukhyam pad design had put them to rest.

The responsive website raises awareness about the new product and builds anticipation and a mailing list in advance of the release of the product to market. We also created the website architecture, website UX and UI, and developed the website as a custom-built WordPress theme.

All services were offered pro bono.