
Where the industry goes to grow.
Read this if you’re looking to: get your team on the same page, and your audience on your wavelength.


For the love of making
For the jewellery and silversmithing industry, the Goldsmiths’ Centre is synonymous with ongoing professional development. In other words, the charity plays a varied and vital role in sustaining the trade. But with so many strings to their bow, its positioning and messaging lacked clarity, leading to internal misalignment and external confusion. We partnered with the Centre to redefine their brand foundations and verbal identity, then bring it to life in their annual impact report.

Brand immersion
Professional training, grant management, communications and public programmes: we included every department through a series of collaborative workshops to make sure our work resolved problems across the entire organisation. It was an intensive immersion phase that involved strong stakeholder management to land on common ground.
Brand foundations
Our findings showed us that the Centre’s perceived weakness — doing lots of different things for lots of different people — was actually its greatest strength. In fact, no other organisation does quite as much for the industry. By analysing each audience group’s needs, we uncovered a clear pattern that led us to equally true and distinctive brand foundations.

Brand language
The Centre’s language was focused on excellence, which proved alienating to even the most specialised craftspeople in the community. So we pivoted the tone towards openness and nurturing to reflect the Centre’s true nature, with a splash of vitality to convey the buzz inside the building. New mission and vision statements plus a clear and compelling tagline do the hard work of conveying the Centre’s value. All packaged up into clear and practical guidelines for the team to adopt going forwards.


Report writing
The new positioning and verbal identity launched in the form of the charity’s annual impact report. Our job was to express the newly-defined foundations across every spread. By bringing each of the Centre’s strategic goals to life through stories we heard from their own community, we demonstrated the organisation’s commitment to their newly refreshed sense of self.

Team:
Zosia Swidlicka, Sarah Trounce, Rena Varsani, Verity Morris
Special thanks to Isabel, Karine, Peter, Chris, Charlotte, Eleni and everyone at the Goldsmiths’ Centre