Communications Campaign, Women Friendly Leeds

“When we needed some campaign materials designing for our new campaign: Shining a Light on Women’s Inequalities – This is our Normal, we went straight to Helen at One Line Design.

It was the most important part of the campaign, to spark the imagination of our audience and encourage their involvement, especially as everything has moved online now. Helen’s designs are so striking and eye-catching, exactly what we needed.

She totally understood the brief, us, and our visions, as a movement for change. She did some thorough research and expertly managed to convert our vague ideas into something that would work for our audience, and as a campaign concept. For example, she was able to support us to adapt the wording of the key messages to be more punchy, and better understood. She went above and beyond, holding an extra brainstorming session with our ‘Vocal Girls’ workers to make sure the designs spoke to both women and girls.

The finished product is beyond our expectations. It represents us perfectly and has armed us with the promotional materials we need for our campaign. Feedback from the women’s hub was very positive, they loved it, the messaging, brand, colours and images. I would highly recommend One Line. The turnaround was so quick, due to our deadline for International Women’s Day, and Helen responded to any minor adjustments really well.” – Emily T, Women Friendly Leeds

What we did: Women Friendly Leeds’ (WFL) goal is to inspire partners to consider the equality, diversity and inclusion data from their COVID-19 survey when making key decisions and planning strategies on spending for the year ahead. We provided copywriting and graphic design to help them achieve this.

The clients 4 key messages were all written quite differently, the tone of voice wasn’t quite consistent in terms of them being read by audiences as a unified campaign. Our first task was to help the team refine those to ensure the way they sounded and were read tied in with the goals of the campaign strategy.

We then looked at COVID-19 survey data WFL had collated and held a meeting with Vocal Girls where we discovered some powerful messages directly from the voices of women and girls affected by the issues the campaign would raise. These voices need to be heard and so we wrote supporting headlines and messaging in a conversational tone that could run alongside the main more formal messaging. The idea was that the formal messaging came from the voice of the organisation whilst the conversational messaging came from the voices of its service users.

With the messaging and supporting call-to-action copywriting approved it was time to get to work on the graphics. A uniform layout for all of the content means the campaign can be recognised and a narrative can be created throughout the social media promotion. Formal messages sit on a purple background whereas informal messages sit on pink. WFL has an illustration style we developed in a previous branding project and we took this further with customised hand-drawn illustrations for each design that support the headline text.

Key services: copywriting, graphic design, content creation, digital marketing

What we did: It’s been said that design by committee doesn’t work. We think this project proves that statement wrong.
Crucial to the project was that women & girls voices were heard. We designed a workshop resource pack which facilitators at WLL took to Women’s & Girls’ groups across the city. This gave Women & Girls the opportunity to consider what words, colours, typography, photography and logo styles they resonated with.
Holistically we collated and analyzed the responses. Key patterns were found with a resounding preference for brands which felt: Empowered / Statement / Attitude / Edgy and had an iconic pictorial slightly playful look about them.
Inspired and excited we got to work creating 2-3 options for the logo design. The owl option was a perfect fit for our client connecting the civic symbol of Leeds with the symbolic and powerful goddess of wisdom Minerva. Thinking through to how the logos would need to function the brand books provide our client with clear guidance on usage enabling them to be consistent in their approach to marketing and branded communications.

Key services: logo design, brand guidelines, typography systems, marketing communications.

What we did: This is absolutely our favourite kind of project hands down! 

Report design calls on expertise in, and passion for typesetting.

We love nothing more than to craft reams of copy into beautifully legible and readable content. 

The approach to typographic hierarchy was reconsidered with a streamlined format for headings, sub-headings and body text. A unique approach to formatting data-tables was implemented and 10-page glossary and reference section designed to be both legible and inspiring to look at.

We worked closely with the team at The Finance Innovation Lab to ensure that the illustrations communicated messages easily but without looking cliché or overused.
With an eye-catching look, The Finance Innovation Lab is increasing their reach nationwide and recommissioned us to work on a booklet for their fellowship programme.