Collaborate
Volunteer match-making that makes doing good easy
Industry
Social enterprise
SaaS
B2B2C
Role
Brand strategy
Year / Duration
2016
Overview
Collaborate was born out of a shared passion for community and the belief that everyone has skills that can make a difference. Created by four volunteers frustrated by the barriers to finding opportunities to give back, Collaborate connects volunteers and organisations to make doing good easy and fun.
The founders were struggling to capture their entrepreneurial spirit, while also resonating with volunteers and organisations to empower inclusivity within communities.
Results
596 volunteers
onboarded in 8 months
161 organisations
connected to volunteers in 8 months
Missed opportunities
Collaborate was struggling to scale and capture the attention of its two-sided audience. Brand awareness with volunteers and organisations was low, stalling product growth. They needed to go beyond aesthetics and connect on a more meaningful level with:
Frustrated and disengaged volunteers
who had struggled to find roles in the past, needed to feel empowered that their skills could make a difference.
Hesitant organisations
reluctant to change their existing processes, needed to reliably meet their volunteering needs and access a wider audience.
When communities come together, everyone benefits
Collaborate's founding beliefs – doing good should be easy and fun, everyone has skills that can make a difference, and community is at the heart of everything – became the cornerstone of our strategic approach. The brand needed to celebrate these values while creating a platform that could bridge people and technology to bring communities closer together.
Our approach was to be direct, inclusive and empowering in messaging. We introduced the tagline, “How can you make a difference today?” to create a personal connection with the audience. The question stood as an invitation, encouraging action and highlighting everyone’s potential to contribute while emphasising the ease of getting involved.
By aligning Collaborate’s values with a playful and inclusive identity, we transformed their brand into a beacon for community engagement for a growing network of volunteers and organisations united by a shared mission to make doing good easy and fun.
Kelcey helped us to really understand the core values that underpin our company and how they inform our brand.
The outcomes of the workshop have helped us to really express our brand throughout the company, I’d recommend Kelcey to any company that is looking to take their brand to the next level.
– Ceara McAuliffe-Bickerton, Co-founder, Collaborate
What I did
Strategy
Values, purpose, proposition and personality
Design
Content and information architecture
I'm always keen to collaborate when I have the time. Give me a shout about an upcoming project, email:
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