Grassroot Genius
- African Rural UniversityCLIENT AFRICAN RURAL UNIVERSITY & MUSTARDSEED TRUST
Services
On-site branding and storytelling workshops
Project management
Branding strategy
Storytelling strategy
Video directing and editing
Marketing support
About
ARU is an all-women institution that promotes that people are key to their own development. The graduates transfer their mastery in visionary leadership, systems thinking and principles of sustainable development to local leaders, women groups, artisans, farmers and other entrepreneurs. From the visionary and human rights-based approach to programming, communities are building climate resilience lifestyles and businesses that match their own values and aspirations.
THE CHALLENGE
African Rural University needs to raise 500.000 $ to build a multipurpose resource centre on campus. A knowledge hub where students, teachers, local communities and policy-makers can come together to learn, create partnerships and build transformative action plans. But the the Multipurpose Resource Centre is not just a dream; it’s a requirement from the National Council for Higher Education—a crucial step for ARU to attain a charter.
To convince the world of the importance of ARU’s work, they needed a landing page on which their story could be told in a compelling and activating way. However, the lack of a branding strategy and organised website, as well as the large quantity of information that ARU has to communicate, posed a challenge in the process of telling this story to the right audience.
Our solution
- In the exploration phase, we organised interactive workshops on campus to gather ideas about ARU’s brand identity and audiences.
- In the ideation phase, we worked with the ARU team to create a branding strategy and content strategy (wireframes) for the campaign landing page – as well as marketing ideas to spread the fundraising campaign.
- In the implementation phase, we worked with the ARU team and external freelancers to create content and build the landing page and GoFundMe campaign.
THE RESULT
In collaboration with the team at African Rural University, we created a comprehensive brand guide. Afterwards, working with filmmakers and web builders, we created a landing page – including 6 videos – telling the story of the African Rural University and their Multipurpose Resource Center.
CREATIVE COLLECTIVE
For this project, we worked with two talented creators from our collective.
Work cases
We see every challenge like a collaboration. Your story. Our strategy.
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