Project: store of goods from creative children with cerebral palsy, wards of one charitable foundation.
Essence and mission: creating a self-sufficient ecosystem of special children, where opportunities are created not out of pity, but out of abundance.
Unique selling proposition: Here, grateful children who have already been helped create and create cool things, already helping others.
The head of the fund, Vladimir Bolzhelarsky, having been in charity for over 10 years, thought about how to avoid the problems of financing social projects and create a sustainable model of assistance. Answer: endowment
capital. Simply put, the funds collected from donors are not spent immediately and in full, but form capital, which is managed by the trust company. Long lasting capital guarantees lasting help.
Objective: to remove identity with other brands, which often use the heart as the main symbol, and uniqueness fades into the background + the limited scope of the use of style-forming graphics.
Important characteristics: high quality, originality of design, kindness.
Target audience: a formed community of wealthy people with a high degree of trust in the fund and the need to help / change the world for the better (all of Russia).
What we are for: to close the human need to help / share / feel needed and important through the purchase of a cool product: the primary assortment matrix will include 2 lines:
1. Soft toys based on children's drawings;
2. Perfume line (tech. Name - aroma of good).
Create a scalable brand that will be recognizable and involve adults and children in the common game. Brand message: Adults are super helpers, and children are super heroes and creators.
1. Good, well-being. Striving for the common good.
2. Usually pl. what gives prosperity, well-being, satisfies needs.
Our peculiarity: the charitable foundation works on the principle of "smart" assistance, the funds do not go directly to the beneficiaries, but to the endowment, the interest from which already allows us to provide support on a regular basis.
