IE Brand carried out a gap analysis to gauge external audience perceptions of the LFHW brand and how these differ from the perceptions of WRAP and their retail partners.

We conducted a detailed brand audit across all of LFHW’s communication channels. Following an internal workshop to agree the research scope and approach, IE Brand gathered the views of numerous stakeholder groups through a small number of qualitative interviews and a larger quantitative survey sample.

Partners:

• 43 survey completions
• 6 telephone interviews

Consumers:

• 173 survey completions
• 6 telephone interviews

We condensed what the world had told us about LFHW into 10 key findings and recommendations around messaging, logo, visual identity and comms. We found that while audiences largely viewed the campaign positively, there was a sense that LFHW could be doing more to celebrate its work and shout more loudly about its successes.

It was felt the battle had largely been won with receptive consumers, but now LFHW must engage with harder-to-reach, more sceptical groups. The majority of partners were keen to see a move toward a more hard-hitting messaging in order to to engage with a wider audience.

Furthermore, the existing brand guidelines were confusing, not comprehensive enough, and made it difficult for partners to create effective campaign communications.

These recommendations informed the next stage, to develop messaging, tone of voice, an evolved and updated logo design, visual identity and revised brand guidelines. 

Appointed to upcycle the brand, IE Brand leveraged the existing messaging and logo to develop and apply a warm, textural brand identity and a consistent, colourful look across all communications. We created a new set of adaptable campaign brand guidelines, assets and templates to accommodate diverse audiences and offer partners the flexibility they needed to apply the brand easily.  A set of new ‘clothing label’ containment devices for the Love Your Clothes logo allows WRAP’s partners to apply the brand to their own branded campaign materials, within LYC’s defined guidelines.

Online, after carrying out a full heuristic review of the existing website, the IE Digital team built a new, highly content-driven website designed to drive engagement with users. The new Drupal website allows WRAP’s corporate partners and ‘Super Crafter’ advocates to create content independently for the site, ready for approval and publication by the LYC team.

An interactive social panel feeds in content from the campaign’s Facebook, Twitter, Instagram and Pinterest accounts. The events page draws in details of sewing and mending workshops and other related events from Super Crafters’ Facebook pages, and allows location-based filtering.

Initially, for the redeveloped Love Your Clothes website and its associated social and advertising roll-out, WRAP commissioned IE Brand to produce a set of 41 short ‘how-to’ films. We produced and art directed the films, taking a relaxed approach with a choice of quirky settings, reportage-style footage and real people.

As the LYC campaign gains momentum and more of WRAP’s partners come on board to support it, further content has been required to tie in with specific campaigns. P&G’s Ariel brand recently sponsored an online, interactive quiz to educate consumers on how to interpret the washing, drying and ironing symbols on care labels, in order to keep garments in good condition. IE supported this campaign with a quiz app, 10 additional how-to films, and supporting advertising with a reach of 500,000 through key media. The campaign and quiz featured on ITV’s Loose Women and was picked up by the Mirror Newspaper’s Money section. The quiz received 1,000 completions in its first week. 

We were also been commissioned to create a series of infographics for roll-out on social media throughout the year, and generate campaign material for local and partner-led initiatives. IE Digital continues to host and support the Love Your Clothes website and delivered further functionality updates, including support for Welsh language content.