A story of a new personality and voice for a global charity
In late 2024 and early 2025, The Centre for Global Equality (CGE) engaged me to lead a complete overhaul of their communications strategy, with an emphasis on their messaging and voice.
Client
The Centre for Global Equality
Challenge
Craft an aligned brand personality, voice, and messaging strategy to strengthen the communications for a charity focused on sustainable development.
Project Type
Brand Voice &
Messaging Strategy
Approach & Methodologies
Voice of Customer Research; Systemic Functional Linguistics; Competitor Analysis
Once upon a brand
As a charity working in sustainable development, communicating the impact of their work is essential to garnering support and gaining funding. Following a period of growth at the organisation, CGE had struggled with its communications as the organisation had developed beyond its original formulation.
We embarked on a journey
The key to any narrative challenges following a period of growth is to refocus on what matters: the audience. An audience-first approach reminds us to temporarily turn off our work brains, which are filled with internal jargon, and step into the minds of those we are trying to serve. Sometimes, this also means we need to make even more explicit exactly who this is.
Through questionnaires, linguistic analysis of competitors, voice of customer research (VoC), and workshop exercises, we began to explore messaging from every angle, digging into exactly who CGE was aiming to speak to.
“Having an external, experienced perspective was invaluable. Finola not only clarified our story but also sharpened our understanding of audiences who really matter to us, and how best to communicate with them. We would highly recommend Finola; the impact has been transformative, and the value exceptional. Finola quickly grasped the complexity of our organisation and distilled it into a clear, coherent, and persuasive narrative. She helped us see connections across our work that we had never articulated so simply before. Sessions were engaging, collaborative, and tailored to our needs, leaving us feeling guided and supported throughout.”
Alex Jung, Cultivator Lead at The Centre for Global Equality (CGE)
And in the end, we found ourselves somewhere better