Frawley | Branding and Marketing Agency | Our Work

Rebranding

Client Testimonial

Brendan Ring, Managing Director

“I have had the pleasure of working with Tony Frawley from Frawley Branding for a number of years now. I first worked with Tony and his team on a re-branding project for CUBE. During this time, I was really impressed with the re-branding programme Tony created for us. Over this time, we built up a good rapport with Tony and had discussed our charity, Cliona’s Foundation which I co-founded with my wife, Terry. I have always found Tony to be very supportive and compassionate when it comes to the work we do in Cliona’s Foundation. With this in mind, I asked him if he would be able to help Cliona’s Foundation on a pro bono basis, within a short period of time, Tony had come back to say that he would be more than willing to do so.

We then commenced with the re-branding of Cliona’s Foundation. As part of this re-branding programme, Tony and his team committed a lot of time and resources to determine what exactly Cliona’s Foundation role would be within the Irish charity sector. Frawley Branding are helping us to work towards this objective and I’m grateful to Tony and his team for all the work they have done in the past and for their continued work for Cliona’s Foundation.”

The Background

Cliona’s is a Limerick-based charitable foundation that provides financial assistance for non-medical expenses for families with seriously sick children. The foundation was founded by Terry and Brendan Ring after the loss of their daughter Cliona.

At any one point there are over 4,000 children in Ireland with a life limiting condition with upwards of an additional 400 diagnosed each year.

With 400 new cases annually this adds up to a potential €4,000,000 of assistance every year. There is a major funding gap to be bridged to help all of these families.

Cliona’s Foundation wants to help as many of these families as possible. The costs for a single family in a year can be upwards of €10,000 for non-medical expenses. This equates to €200 per week or over €800 per month of extra costs for families.

The Brief

We were challenged with two key brand strategy and brand design objectives:

1. To reposition the organisation to help differentiate the it from others in the charity sector

2. Support the brand positioning with a new brand identity to communicate the personality of the brand.

Brand Positioning

Brand Positioning Message

For families with a seriously sick child

Rationale

Multiple well known charities exist in Ireland in support of seriously sick children. Our research indicated that Cliona’s is not a children’s charity instead it is actually a charity supporting families who have a seriously sick child.

Brand Mission

To provide financial assistance for families of children with a life-limiting condition.

Brand Vision

No family will suffer financially when caring for a seriously ill child.

Brand Name

It was recommended to shorten ‘Cliona’s Foundation’ to ‘Cliona’s’ as research demonstrated that this is how patrons refer to the charity.

Brand Identity

Our aim was to create a brand identity that reflects the personality of Cliona’s as a professional, caring organisation that makes a real difference in the lives of families in crisis.

Cliona is the inspiration for the the charity so we created a bespoke piece of typography for her name that is friendly and welcoming. We included a subtle nod to a moment from her mass when a beautiful Red Admiral butterfly flew into the church. We illustrated this butterfly, in side profile, and use it as the apostrophe in her name.

The encapsulation is also inspired by this butterfly. By tracing the wing we created a stylised shape to support the typographic elements. The butterfly wings serve as a metaphor for the lifting of financial burden that prolonged non-medical expenses are for families with seriously sick children.