SIND Youth

New brand guide and adaptation for performance marketing

SIND Youth is a Danish NGO that supports young people with mental health vulnerabilities by offering communities across the country.
We helped them attract more volunteers and young people to their communities through social media by strengthening their brand communication, value proposition, and a targeted paid social effort.

Challenge

SIND Youth wanted to attract more volunteers and young people to their communities. Their messages and “value added” were not clear enough, and they were not receiving qualified enquiries.

Plan

We developed a new brand book with an updated visual identity and tone of voice, based on the pathos we uncovered in their origin story. We then translated this new brand book into communication for Facebook and Instagram.

Result

SIND Youth was left with a new brand book that includes: a design manual, tone of voice, visual assets for social media, key messages, and a value proposition—all used to support future social media activities.

We put what matters at the centre

Sharper communication boosts performance

Cost per enquiry decreased by

The price per enquiry dropped to one quarter of what it had previously been

Increased number of enquiries

There are almost one third more enquiries.

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Results follow the sharpened effort

After just two campaigns using the new, sharper communication based on the new brand book, the results spoke for themselves. The new communication significantly improves the results of social media efforts.

This is reflected in an increased number of enquiries—at an even lower cost per enquiry. And SIND Youth has only just begun working with the new material.

During the process, we set up a targeting setup in Meta (Facebook and Instagram) that made it easy and efficient for SIND Youth’s staff to simply produce new content and continuously swap it into the campaigns without having to tinker with the technical side.

This enables SIND Youth to run more campaigns and thereby improve their results.

See SIND Youth’s new brand book.

Visit SIND Youth

From workshop to finished materials

We started with a large workshop where, through a series of facilitated exercises, we were able to extract the essence of “what is SIND Youth, why do they do what they do, who are they for, and what do you get out of it”.

We took the notes from the workshop and translated them into a brand promise, the story behind it, a tagline, and a value proposition, which we then refined through an iterative process together with the great people at SIND Youth.

Once these elements were in place, we translated this brand communication into visual storytelling through an updated visual identity, covering, among other things: