The team behind a new kind of charity for dogs, came to us with a vision ‘where every dog is treated with respect and care’. DOG (short for Dogs of the Globe) aims to sit above local animal rights organisations and raise money at a global level to fund existing projects for sterilisation, rehoming, vaccinations, rescue, education and lobbying. They wanted help creating a tone of voice that was truly unique so they could be heard at a global level.
- Existing logo designed by Gusto Design (right)
Ruuuuff wroof woof
We wanted to know what made DOG different. So we enlisted the help of some trusty tools; the social lean canvas, a customer survey to help us understand DOGs customers and their point of view and a market scan of other charities that were barking up the right tree.
Through our Impact Kitty we were able to create:
A UVP (unique value proposition)
Call to action
An elevator pitch
Social media descriptions
A social media campaign which illustrated the tone in context
A Messaging & Language glossary and tone of voice guide
UVP: Unique Value Proposition
Ruff ruff-woof. Ruff.