Playgroup | Helping brands build genuine brand equity

Inspiring change

Brief

To help articulate the vision for Entrepreneurs Unite, from initial name generation, strapline development and corporate identity through to launch and beyond.

Solution

With a primary target audience of wealthy entrepreneurs that are notoriously time poor and always opinionated, achieving an appropriate visual style for Entrepreneurs Unite was crucial to the success of the organisation. There needed to be a balance struck between depicting the reassurance of a robust and financially astute organisation, with one which is in touch with the more emotive aspects of humanitarian support.

Playgroup chose a handwritten typeface, underlined graphic elements and scribbly circles to help evoke a visual language of honesty, reliability and immediacy. Reportage style photography allied with a direct tone of voice give an appropriate expression, in tune with both the needs of potential investors and recipients alike.

Results

A successful first venture, concentrated on supporting sustainable business ideas from young people in the townships of Johannesburg. It was attended by Richard Branson, Duncan Bannatyne, Cherie Blair and the Virgin Unite team. EU have gone on to establish partnerships in South Africa aimed at sourcing a wide variety of determined and aspiring entrepreneurs.

Alison Copus, Chief Executive of Entrepreneurs Unite said:

"Thanks a million. I appreciate how much thought, skill and effort must have gone into this. It moves us forward leaps and bounds."