We exist to improve lives and protect what matters most. We do this by helping organisations to effectively change attitudes, legislation, and behaviour. If you’re an NGO or ethical business looking to make a positive difference – we can help you increase your reach, improve your efficiency, garner support for the mission, deliver your vision, and boost your bottom line.
Launching London's first ever Peace Museum & Education Centre
Blowing the whistle on the ruthless tiger trade
The world’s largest video library curated for education
A community fundraising programme, and a flagship event
Supporting and protecting more workers in the UK
Education materials for NHS doctors
A new brand and web presence for this suicide prevention charity
A new brand and investor deck for the world's first endurance sports channel
Raising funds to prevent the next pandemic
Engaging internal teams in a shifting culture
A new summery fundraising event for Breast Cancer Care
Exploring TA interventions in the MENA region
Strategic review and campaign creative
Rehabilitating young offenders
A manifesto to support the Green Party's 2015 election campaign
Rebranding an International Development Consultancy
Improved fundraising mechanics and service delivery for the UK's leading disability charity
A new fundraising product to support UK charities through the pandemic
Improving the efficiency of the UK's debt charity
Working closely with Anna Lubelska, the initiator and founder, The Good Collective has launched The Peace Building – a virtual museum and education centre dedicated entirely to peace. While we wait for the pandemic to clear the way for people to explore the new London landmark in the making; we’ve developed a series of online events, creative inspiration, and a learning hub – providing a virtual space in which we can all be inspired to lead peaceful lives.
In 2018, The Good Collective won a three-way pitch to support Four Paws, the international animal welfare charity, with the launch of their Tiger Trade campaign. They were looking for a high-impact creative concept that highlighted the scale of the trade; whilst blowing the whistle on Europe’s involvement. The charity had discovered that tiger traders were operating in Europe – and they needed a strong campaign hook, and a high-impact launch, to drive awareness amongst key decision makers. Our answer was a high-scale mobile projection campaign in the capital during The International Wildlife Trade (IWT) conference; with a simple and salient message that could cut through the clutter and get the press and public talking.
The Good Collective was approached by Boclips to help them breathe new life into their brand. As the ‘Netflix for education’, Boclips is the world’s largest online video library uniquely curated for learning – and they needed an exciting new messaging platform and design style to help bring their USP to life. Our solution was to lead with the inspiring video content itself; placing it centre stage – packaged in a powerful, authentic design style and copy tone. A series of inspiring, ‘moving’ event materials were subsequently crafted to hook education providers and encourage subscriptions to Boclips digital learning resources.
The Good Collective has been working with the Samaritans team, supporting the delivery of a nationwide centrally-organised Community Fundraising Programme. Supported with a vast suite of customisable templates, and a distinctive look and feel. Sing is our flagship Fundraising product for Samaritans, and their 201 branches across the UK. The new product challenges singers across the UK to raise voices and funds for their local Samaritans branch. Appealing to such a wide age group meant creating a flexible brand, with a distinctive visual approach for each key audience group.
Community came to us with a vision – a Britain where workers are happy, secure and protected. But there was a big problem; the union movement was no longer connected to everyday people. Our mission was to help them become relevant and appealing to today’s modern workforce. So, we undertook a six month research phase to inform an evidence-based guiding strategy for the transformation of this trade union. The outcome was a strong, relevant and salient brand architecture, proposition & set of key messaging, along with a relevant, and distinctive visual identity – and a new, effective service design for white-collar, migrant, and self-employed workers.
James’ Place exist to ensure that help is available for every man facing a suicidal crisis. They’re here to support them to find hope for the future. The Good Collective team was engaged by the charity to assist with a brand and web revamp – with the ultimate aim of enabling the charity to better connect with, and offer critical support and intervention to men experiencing a suicidal crisis. As well as facilitating a number of workshops with key stakeholders, the team worked with internal planners to develop a salient strategic direction for the brand and website. The final outputs are a strong and authentic brand architecture, core proposition, and set of key messages – along with a completely revamped web presence, that better enables the charity to support their service users, families, and health authorities. You can check out the new website here.
The initiators of Endurance Sports TV first approached The Good Collective with a brief to craft a dynamic visual identity and brand toolkit for their new venture. Having developed a stand-out brand and a set of rich brand assets, we were then engaged by the team to develop a salient, exciting and compelling suite of materials – to help them secure capital for the world’s first-ever globally available, dedicated endurance sports channel… A unique vehicle to Showcase the limits of human endeavour – bringing unique, quality content to endurance sports fans – and pushing endurance sports into the mainstream.
CORDS vision is “a world united against infectious diseases”. However, in order to achieve this, with their complex global programme work, they needed to secure additional funding to help bankroll their immediate project goals, and build a sustainable fundraising stream. The charity approached The Good Collective to help them develop a strong and salient case for support for the charity. A presentation tool with a highly polished, professional feel; reflecting the importance of the relationship being forged, and the potential size of ‘the ask’. The intended audience of professionals meant the tone needed to be mindful of avoiding patronising our audience, many of whom had a deep knowledge of the subject matter.
During a time of rapid change and growth for Hitachi UK, we were asked to support the development of a culture change initiative, and an internal engagement campaign for the business – ensuring that we captured staff concerns and wishes as a crucial tenet of the insight gathering phase. The challenge was hooking people at work, at a particularly busy time of rapid growth – and then striking the right tone to inspire individuals to respond constructively. The multi-channel engagement campaign featured a series of tactics; including a chocolate themed teaser, and a series of high-impact posters across all Hitachi UK sites. We also developed a new sub-brand for Hitachi’s employee engagement communications. The result? A 20% increase in staff participation.
Breast Cancer Care approached The Good Collective to help them revamp their summery fundraising event, Strawberry Tea. Following a two month insight gathering and research phase, Afternoon Tea was born. This new fundraising event invites the British public to get together for an afternoon tea and raise funds for the charity… helping them be there for more families going through breast cancer. The sub-brand we developed for the event is audience relevant, and distinctive from the portfolio of the charity’s other fundraising initiatives. And it worked! In 2018 the event smashed fundraising targets by almost 30%.
Working with Konung International to develop an online interactive mapping tool to assist DFID’s Middle East and North Africa Hub (MENAH) to better understand effective modes of delivering technical assistance for poverty reduction and security, in the absence of financial aid. In March 2020, MENAH commissioned the evidence map, as a first step in building this understanding. The ultimate objective of the evidence mapping exercise is to provide a catalogue of reliable, rigorous evidence that DFID and other UK Government Departments can draw on to inform future programming in the MENA region (throughout 20/21 and beyond). The online mapping tool can be viewed here.
Working with Futerra UK to develop a salient strategy and creative platform for the Sky Rainforest Rescue campaign – including the mobilisation of Sky Rainforest Rescue fans; building an emotional connection between Sky, consumers and the Amazon; and bringing entertainment into rainforest conservation – with the ultimate aim of increased awareness of the Sky Rainforest Rescue programme; how it tackles deforestation; and why it matters – enabling and communicating the continued support of WWF in tackling deforestation in the Amazon.
Spark Inside is the first and only provider of professional life coaching for young people in UK prisons. As a young charity, Spark Inside has boundless energy and motivation, but limited resources. Following an insight gathering and exploration phase, compiled of workshops and secondary desk-research, we helped the organisation to pin-point their core proposition, and a set of key messaging to effectively hook decision makers and prospective supporters. We subsequently supported the charity with the development of awareness, case-for-support, and fundraising materials that speak to key influencers in the sector, whilst encouraging financial support from a broad range of potential donors.
During the 2015 election campaign we worked with the Green Party to deliver their Animal Welfare Manifesto. We also crafted a visual presentation for the former party leader, Natalie Bennett, to launch the Manifesto in Brighton. The Green Party has always held the strongest animal protection policies of any parliamentary political party in Britain, with a number of important successes such as a reduction in animal testing; strengthening slaughter rules; banning snares locally; and helping save the Wildlife Crime Unit. With lots of animal lovers and animal rights activists on the team, this was a real love project for The Good Collective.
The Good collective team were invited to support Women’s Aid in the development of new fundraising propositions and income generation ideas. Following a rapid brand, comms, and audience research stint, we ran a number of collaborative workshop sessions with the client team to identify proposition themes and territories alongside a number of new fundraising ideas for lean testing.
Konung International (KI) is a UK-based specialist international development consultancy, delivering innovative and politically smart governance and public financial management (PFM) programmes globally. While the business has seen steady growth over the years, and punches significantly above its weight in terms of delivery and service offering; the brand was tired and out-dated. The Good Collective worked with the KI team to rejuvenate their brand, and breath new life into their communications – crafting a visual identity, proposition, and new website that truly reflect their values and attributes; ensuring that the way they look finally aligns with the gravity of their achievements. You can check out the new site here.
Livability is the UK’s leading disability charity; committed to enabling disabled people to live the life they want to lead. The Good Collective team has been working with the charity since the start of the 2020 on a brand and web review, with the aim of enabling the charity to: a) more effectively meet their business goals, with an improved web strategy; b) better connect with, and support, their various audience groups & key stakeholders; and c) strengthen the brand – including the visual identity; brand toolkit; and key messaging. As well as facilitating a number of workshops with key stakeholders, the team worked with internal planners to develop a salient strategic direction for the project. The key output is a completely revamped web presence, that better enables the charity to support their service users, carers, families, and health authorities; and, crucially, dramatically improves online fundraising efforts, capabilities, and mechanics. You can check out the end product here.
The Good Collective has been working with the lovely people at m-hance to develop a fundraising initiative to support UK charities through these troubling times – #Haircutforcharity. With a reported drop in voluntary income of 48%, the impact of Covid-19 has been quite devastating for many UK charities; with many of our wonderful causes now struggling to raise the vital funds they need to keep their services running, or even remain open during these troubling times. Haircutforcharity dares the British public to chop it and rock it with a DIY do at home – to help save UK charities hard-hit by the coronavirus crisis, by donating the price of a professional cut. If your charity is in need of a funding boost through lockdown and beyond, we’re here for you. Just click here to find out more and get involved.
The Money Advice Trust approached us to help them improve the efficiency of both their consumer-facing debt advice service, National Debtline, and their corporate-facing, Business Debtline product. Our work with the trust unearthed a plethora of key insights around the organisation, the operating marketplace, and the diverse audience groups at play. The overarching business goal was to reach and support more people through the often harrowing journey of personal and business debt. Following a six month research phase, we delivered a service design rethink, and an evidence-based road map for improved efficiency…enabling them to better assist more people out of debt, whilst bolstering early intervention efforts and delivering their first ever outreach campaign.
We work with charities, businesses and NGOs that care about their impact on the lives they touch, and the world we share.
We passionately believe that charities, NGOs and ethical businesses deserve access to the very best minds. The Good Collective is our solution. We offer support on everything from seed funding, service design, digital product development, fundraising, and sustainability initiatives – to brand, policy, awareness, education, and behaviour change campaigns.
Co-founder and Strategic Director
Co-founder and Creative Director
We build brands, campaigns, services and products that make the world a better place.
We help organisations convert shared values into action, and influence policy makers for lasting change. We offer truly integrated solutions to all of your campaigning, communications and content marketing needs; applying a relationship marketing approach, to ensure that your audiences connect with your message.
We create positive customer, beneficiary, and supporter experiences through superior service design that’s clever, human, and straight-forward. We’re also well placed to support your channel migration strategy – enabling you and your people to access support, information, and vital tools – immediately, safely, and remotely.
We deliver everything from brand architecture and visual identity design – to brand narrative and multi-channel awareness campaigns. Our approach to brand and marketing is based on the belief that only authentic, purpose-led businesses and products can survive and flourish in our changing world.
It’s never been more critical that our institutions and organisations embed sustainability and impact at the heart of their brands. We can help you and your customers talk, think, and behave in new ways – and ultimately work with you to ensure that you are part of the solution.
Our human approach to fundraising always gets results – whether it’s a case for support; a one-off cash appeal; community fundraising activity; a challenge event; or a regular giving programme. We also work with ethical start-ups, supporting initiators to secure seed funding and early investment.
We build products that advance and enlighten the human experience – including powerful fundraising products; information & training tools; intranets; and bespoke applications. Our UX, UI design, and world-class development teams create superior digital products, intranet systems, applications, websites and microsites – and they are always guided by the needs of the end-user.
We develop education tools, materials, and training programmes. Our approach to education is rooted in a belief that purpose and passion are key ingredients for effective engagement; and that everybody learns in their own unique way. We also offer personal development and corporate coaching – supporting cultural transformation initiatives, and assisting individuals to build their confidence and practical skills.
Our approach to every client brief always starts with research and insight gathering. Our team of senior researchers, methodology specialists, and creative, strategic and data planners are well placed to fulfil your primary and secondary research needs. Whether you’re looking for audience insight; market research; data mapping; evaluations (of projects, tools, communications and/or interventions); evidence mapping; or effective monitoring of ongoing activities, we can help. We specialise in both in-person and remote (e.g. web or mobile based) research instruments; and we always attempt to balance observational studies with desk research aimed at the social level.
The Good Collective is an expert network of over fifty campaign, policy, and communication specialists; service designers and product developers; branding experts; senior creatives; technical super stars; and leadership, culture and personal development coaches. All with one shared goal; to improve lives and protect what matters most.
Business and brand Coach
Researcher & Planner
Educator & Coach
Digital Media Expert
Crafter & Designer
Extinction Rebellion (XR) called upon advertising agencies to “declare a climate and ecological emergency, and act accordingly”. And we listened. In fact, we have been acting from this knowledge since fruition. It’s the very reason The Good Collective was founded. What does this mean for the industry and our clients? It means we will continue not to work on fossil fuel or ‘high carbon’ client briefs; and we will disclose any ‘climate conflicts’ that arise (whilst of course respecting client confidentiality). We are proud to be standing up, alongside others in the creative industry, for our planet, our people – and living by our promise to protect what matters most. See our 2020 Climate Disclosure Report here.