Happily ever after
Brand of Elderly Assistance Fund
Now charity is on the rise, while the assistance to children has been and remains at the foreground. Lone elderly people are forgotten and neglected, especially when they require support.
The idea of creating an Elderly Assistance Fund belongs to Anna Kosareva and Natalia Shvedovchenko. They have enquired with Volga-Volga company for the development of the brand.
Volga-Volga team found an important insight: people have the desire and ability to help, but there is no understanding how to do this with the minimum of effort and risk, ie remotely. It is becoming possible by the cash assistance and the modern online tools that help to make a money transfer easily.
When we had investigated motives of donors, we formulated the essence of the brand as “satisfaction and hope” and created the Happily Ever After as a Fund name. The name reflects values which are close to the audience — cheerfulness, protectability, a decent standard of living. A simple and friendly visual image associates with comfort and care. Business documentation and website design concept supports a positive brand image. Advertising concept introduces to the new Fund and tells what the lone elderly are feeling.
The project will help building a whole image of the “Happily Ever After” brand and help getting the confidence of donors, beneficiaries and the general public, and promoting the care of the older generation.