De Regenboog Groep (Rainbow Group) is committed to homeless, drug addicts and people with psychiatric or social problems in Amsterdam. Since 2012 Bourne has been assisting De Regenboog Groep in creating and maintaining a clear brand strategy and its translation into design and communication.
Signing becomes a statement
De Regenboog Groep wants to create more visibility and brand awarenss in the city of Amsterdam. From now on, the organization welcomes the many thousands of train passengers arriving on CS every day from its headquarters, located right at the railtrack. This provides a great opportunity for a striking message. The many other locations of De Regenboog Groep elsewhere in the city will also show their face in the coming months.
De Regenboog Groep shows its impact in 2016
De Regenboog Groep, the organisation for homeless, drug addichts and other vulnerable people in Amsterdam, presents its annual report over 2016.
Bourne is responsible for the concept and design of this report. Aim of the concept is to reach both people who are involved in the organization with their hearts (volunteers, staff etc.) as well as people who are involved with their head (funds, governments, etc.). The online report is a mixture of long copy and infographics, facts and opinions, photography and testimonials. In total, the report provides a realistic and personal image of the Rainbow Group in 2016.
A new visual identity for The Regenboog Groep
The results of our positioning project with The Regenboog Groep give rise to a restyling of its visual identity. It should be a bit more raw, less obedient, more urban and above all more self-conscious. The challenge for Bourne is to develop an identity that appeals to both the primary target group (vulnerable people in Amsterdam) and business stakeholders. At a time when competition is fierce to recruit volunteers, donors and funds it is, after all, very important to clearly position the organization in its playing field of funding bodies, politics, policy and health institutions. We are very proud of the result.
Annual report De Regenboog Groep scores high on transparency
Though they did not win it, De Regenboog Groep's annual scores high in the Transparency Award by PwC. The communicative value of the report gained a Triple A-status. At Bourne, we are very happy with this result, as we were responsible for its concept and development. Judge for yourself.
Reaching different audiences out of one strong identity
De Regenboog Groep has successfully devoted itself for forty years to improve the quality of life of vulnerable people in Amsterdam. The organization relies heavily on the participation of volunteers. The communication has always been focused on recruiting volunteers and benefactors to fund projects and initiatives. However, financial parties, policymakers and formal health facilities are nowadays equally important. They are interested in the accountability and achievements of the organization.
In several sessions, we have been thinking together about the ambition and identity of the organization. Precisely this identity clarifies that De Regenboog Groep is the obvious match for both vulnerable people and volunteers as well as organizations in the business environment. We then work this positioning out in strategic communication tools.
Anniversary year for De Regenboog Groep
Since its founding in 1975, De Regenboog Groep has developed into a large, professional organization. The anniversary newspaper Bourne designs for the occassion reviews the highlights of forty years Regenboog.
‘Meeleven’: magazine for interested parties and supporters
‘Meeleven’ (Compassion) is De Regenboog Groep’s quarterly magazine for interested parties and supporters of this organization for vulnerable people and groups in Amsterdam.
Bourne has restyled the magazine and is responsible for the design of each magazine.