Living Streets is a UK wide charity aiming to get people walking across the UK. The organisation approached nfpSynergy wishing to explore how it could develop its brand messaging in order to achieve its strategic goals. nfpSynergy was commissioned to work alongside a brand agency to conduct two stages of research; firstly exploring the area that Living Streets was working in and the perception of both the public and a variety of experts working in these areas on the current messaging, followed by a second stage of research to test a set of brand messages created from the findings of phase one.
For the first stage of this project, focus groups with the general public and in depth interviews with a range of professionals explored the issues of walking and urban spaces. The findings highlighted the multiple areas of interest that Living Street’s work crosses and the number of other voices it is competing with as a result.
The second phase of the research tested four brand messages created by Living Streets. As is often the case with this type of creative testing we found that although no single message was overwhelmingly popular, there were elements of each that were favoured. The findings enabled the brand agency to develop the core messaging for the organisation.