The Royal Air Forces Association (RAFA), is a membership organisation and charity that provides practical assistance, expert advice and emotional support to the RAF Family.
RAFA's support services are offered to all serving and ex-serving personnel and their dependents. They include welfare support, a befriender service, Wings Break hotels and sheltered housing.
IE Brand is RAFA's creative partner for their extensive campaign plan, helping to meet the charity's strategic objectives. One of our first projects was to create a new brand for RAFA Kidz, a not-for-profit nursery business that delivers fun, affordable and nurturing early years childcare in a welcoming environment, on RAF stations.
We also created the "Finding It Tough?" campaign to launch a new series of one-day mental wellbeing courses. We scripted the narration for a series of campaign films based on four different user personas. The campaign materials including postcard mailings and magazine and social media ads have a strong visual signature based on authentic handwriting.
It’s been a pleasure working with IE on branding the RAFA Kidz project. They understood our brief straight away and developed a fresh, exciting look and feel that maintains the core elements of the RAF Association brand while creating a fun, vibrant sub-brand that would appeal to parents and children. IE offered us useful advice and insight on how we use the brand to produce a wide variety of deliverables. Working to tight timescales, the team at IE really put us at ease throughout the project, as we knew the design work was in safe hands. The launch of the first RAFA Kidz nursery was a great success, and was really well received by parents, employees and RAF personnel.Emily Rooke
Brand Marketing Manager, Royal Air Forces Association