Case: Sail For Kids

What if

we could turn a social NGO into a love brand for the young generations?

Outline

Good Health and Well-being

Peace, Justice and Strong Institutions

Client

Sail for Kids

Field

Social work

Services

Shortly

Sail for Kids enables disadvantaged children to build self-confidence and teamwork skills through sailing. We have elevated the NGO's branding to a new level, making the organization’s positive impact even more visible and tangible while developing a fair and vibrant image. This marks the beginning of a strategic expansion for the future of the kids.

Good Health and Well-being

Peace, Justice and Strong Institutions

Client

Sail for Kids

Field

Social work

Services

Shortly

Context & Motivation

A little big change

Sail for Kids manages to give disadvantaged children a sense of freedom and self-confidence through sailing. It brings smiles not only to the children's faces but also to the founders, who drive the NGO with their passion. There is a lot of potential to help here. Up to this point, the founders have already done many things right. It was a small matter to fulfill the request to develop a new, more mature logo. However, during our discussions, we realized that there is even more potential. It's not just about a logo, but about making the brand a valuable part of childhood memories and increasing its visibility in the foundation world.

Through our collaboration, we improved the visual identity of 'Sail for Kids' and ensured that the great work of this NGO gains more attention—both on land and on water. But that is not the main goal. Our ambition for the brand is to ensure that the positive experiences accompany the children throughout their lives and provide them with a better future. Thus, the logo was just the beginning of a greater opportunity.

Challenges

How do we make scientific content visible that is not normally accessible to the public?

How can we support the foundation in the best way to get fast results implemented?

How can we build a hybrid community platform reflecting diversity and foster organisational growth topics?

believe a professionally designed logo is integral to building trust with the public and donors - says a research from Vista with around 500 senior decision-makers in the nonprofit sector around the globe

Strategy & process

Following the lines

After our exchange and first impressions of their impact, it started with a line. Crafting on paper is freeing the mind, getting a feeling and first pictures. See how we followed the line

Ideation

Philipp Lenner

Co-founder, Sail for Kids

“Wenn man mit einem Unternehmen startet, hat man in der Regel viel über sein Produkt oder seine Dienstleistung nachgedacht. Aber wenn dann die Frage im Raum steht, wie man sich nach außen zeigen möchte, wie man wahrgenommen werden möchte als Marke, stößt man schnell an seine Grenzen. Noch schwieriger wird es, wenn - wie in unserem Fall - wir vier Gründer auch noch unterschiedliche Meinungen haben. Timo und Lukas haben uns hier perfekt beraten. Zunächst hörten sie lange zu, dann kamen erste Ideen und wir konnten uns mit Vorschlägen an vielen Stellen im Prozess einbringen. Es wurde immer konkreter und am Ende stand ein Ergebnis, mit dem wir nicht nur sehr zufrieden sind, sondern das unsere Erwartungen bei Weitem übertroffen hat.“

A quick but founded brand building process took place. Essentially shoulder by shoulder with Sail for Kids companioning. From fine line to bold brand bento.

Outcome & Design

Our thoughts powered by their mission

Sailing has this certain effect. The effect of freedom, calming down combined with the full exposure of mother nature and the sea. A roughness and sleakness at the same time make everyone raise emotions. These emotions and feeling are part of the therapeutic experience of Sail for Kids. Listening them following their mission to do good, raises hope and magically forms a smile into your face. Pure happiness - a underlying principle in the new peer group based design, from copy to look.

Impact

More wind in the sails?

For their 3rd trip in 2024 we delivered the full first brand reaveal set by facelifting the website, creating first instagram reels and prints for flags and apparell.  With that, the instagram stories gained an uplift of followers of 50% in the first week and did good to go with creating attention.

Future impact

What if we could boost donations and visibility through spreading sail for kids wearables around the globe?

What if we make the kids ambassadors for sailing and take action in a community enabling other kids getting strong?

Swapping from our to your thoughts.

We love to figure out answers on asking ‘What if’, as it is the main component of our brand. If you don’t know how to find the fitting answer for your problems, we companion you in approaching methodically shaping results.  So, what if ....