Wanting to be the financial muscle behind lesbian and gay rights: an exceptional commitment. Het Blauwe Fonds is not an activist organisation itself, but financially supports persons and organisations which promote lesbian and gay rights. This new foundation raises and manages the required funds itself. How, as a new fundraiser, do you make contact with your target group? How do you communicate clearly towards both patrons and funding recipients?
Quotes, short texts and clear navigation give the website visitor a quick impression of what Het Blauwe Fonds stands for and how to support it. The painterly background on the site symbolises the vulnerability of the target group. Edenspiekermann has developed even more clever ways of enthusing stakeholders.
To give stakeholders an immediate impression of what the yet-unknown fund is about, Het Blauwe Fonds adds the descriptor ‘a heart for lesbian and gay rights’ to the brand name. A recommendation from the brand compass that Edenspiekermann developed, to lend direction to the fund’s brand language and visual identity.
The logo with the mirrored ‘e’ is a nod to gender equality and also sheds light on ‘being different’.
The site went live on Valentine’s Day, and stakeholders received cards bearing the text ‘I think you’re special’ and a reference to the site. The painterly background on the site changed for each visit; a reference to the vulnerability and diversity of the homosexual community.
Quotes from icons like Oscar Wilde and Annie M.G. Schmidt play an important role in the communications which are to be developed further. They symbolise the vision of Het Blauwe Fonds and the solidarity of the lesbian and gay community.
The style of Het Blauwe Fonds is sensitive and businesslike at the same time. It also gives an immediate impression of what Het Blauwe Fonds is: a fundraiser with a heart for lesbian and gay rights.
