Wolves Foundation today revealed the result of a rebrand and new strategy following an extensive ‘Theory of Change’ process aimed at freshening up the charity’s style and tone of voice.
For the first time since changing its name from Wolves Community Trust back in 2018, the Foundation has updated its brand guidelines with a view to reinforcing the connection with Wolves but also maintaining and defining its own identity.
The approach is very much ‘evolution and not revolution’ and follows a consultation process held with the club, Foundation staff and volunteers and feedback received from Wolves’ supporters.
“Wolves Foundation has undergone a period of considerable growth since our last rebrand back in 2018, both in our numbers of staff and volunteers, as well as our projects we deliver across the city,” says Tom Warren, senior manager with the Foundation.
“We are also working with more and more organisations along with long-standing partners such as the Premier League and PFA, City of Wolverhampton Council, West Midlands Police and the local NHS who have all helped inform our new strategy to make sure we are addressing local priorities.
“It is very much evolution not revolution, more a case of tweaking our approach and ensuring we have a clear framework and strategy that people can understand and engage with as we move forward.
“A lot of work has gone into putting this rebrand together via a Theory of Change process, involving staff from both the Foundation and the club, external consultants and Wolves supporters, and we are really pleased with the outcome.
“Going forward, the Theory of Change which will serve as a guide for measuring our success, test our assumptions and create a pathway for change as well as importantly shaping a strategy for our grant funding.”
The rebrand and strategy, launched with a video narrated by Wolves’ former promotion-winning captain and Foundation ambassador Karl Henry, includes a new logo adding the word ‘Wolves’ to highlight the close association between club and charity.
There are new colour schemes in place for Foundation content promoting the charity’s different projects in the three main areas of healthier and more active people; safer, stronger communities and lifelong learning and skills.
There is also a separate colour palette for the operation of the Foundation’s fundraising activities, which, as an official charity, remain so vitally important to its work across the city.
“As a Foundation, we work with a wide demographic of participants across so many different projects and our tone of voice when we communicate with them needs to be both approachable and informative,” adds Warren.
“Much of the supporter feedback we have received during this process told us that people know why we exist, and who we are, but not necessarily the detail of what we do.
“With this strategy, we aim to give fans a greater understanding of the range of projects delivered by the Foundation, and make them feel proud of our impact within the city of Wolverhampton as the club’s official charity.
“As a charity, we are heavily reliant on the generosity of people within the local community to hold fundraising events for the Foundation or donate to us. We know how important it is to know exactly where those funds are going and the positive difference that support will make.
“Our new rebrand aims to help us clearly define our message both to participants and the club’s supporters and put a framework in place to drive our strategy for the next three years.”