Edinburgh based graphic design agency specialising in charity marketing

Who We Are

Alan Wellburn co-founded the Edinburgh based graphic design agency The Club (Formerly McConville Wellburn Ltd) in 2008. Alan has been working in the design and advertising industry since 2003. Working as head of design and as a creative director for some of the UK’s leading design, digital and advertising agencies. The intention of The Club Design Agency is to bring a small but beautifully formed network of highly creative minds together to produce outstanding and effective digital, design and marketing solutions for the third sector. Although specialising in charity marketing, The Club also works with organisations with a shared sense of social responsibility. The concept of a ‘virtual agency’ means that we can be lightweight, saving our clients money and ultimately helping their marketing budget go further.

Getting to Know You

The Club Design Agency start every job by discovering all we can about your organisation. To this end, we develop the creative design brief. Written collaboration between The Club and you the client, the design brief outlines the aims and objectives of the project. The information we gather at this stage, however, is much more important than that, it helps develop insight into your brand and your brand strategy.

The brand strategy defines who you are, where you’re heading, how you’re getting there and why. Once we understand your brand a little better, we will help you take a closer look at the market and ask the following questions. Where do you want the brand to be? What do you want the consumer perception to be? And then the strategic and the most challenging piece, how can your brand get there? And how will you measure growth?

The design brief is an important part of the design process. It helps develop trust and understanding between the client and agency and serves as an essential point of reference for both parties. Above all, the creative design brief ensures that important design and marketing issues are considered and questioned before work is started.

A list of some of the people we have worked with can be found on the home page. Please say hello if you like the sound of what we have to offer. Alternatively, you can complete our creative design brief to get the ball rolling.

The Creative Approach

At The Club, we are firm believers in implementing our tested processes into our creative response to the client’s specific requirement. This can relate to a marketing, design or online need that requires a strategic solution. This solution will be lead by the project requirements, however, the example below shows how we would approach a digital project.

The four stages of that process consist of:

1. The Discovery stage

Develop a deep understanding of the following information about the brand/organisation, product or service:

  • History – How did the client get to where they are now and why? Who makes up the company and what makes them special?
  • Core strengths – This would be the top item from the strength section of a SWAT analysis.
  • Organisation mission – Why does the organisation exist? Where are they headed? What are their goals and what are they contributing to their sector?
  • Market orientation – What are the stated wants and needs of the organisations customers? What are the hidden wants and needs of their customers? And how does their business serve those?
  • The scale of the organisation – Are they a leader, challenger, or follower? Are they local, nationwide, or global? Where is their growth taking them?
  • Reputation – What is the current image of the organisation amongst existing or former customers? What is the reputation and what reputation do they really hope to have?
  • Stability – How does the organisation demonstrate growth? What future goals for growth does the client desire.

Develop a deep understanding of the following information about the project:

  • Project objectives/scope – The role of the project in relation to the organisation’s needs. What exactly is to be achieved through the project?
  • Target audience – Develop insight into the personality and behaviour of the target audience(s)
  • Competition – Who are the organisations competition? What makes the client unique?
  • Unique selling proposition – How does the organisation demonstrate a difference? What is its unique selling point?
  • Substantiation – List of the reasons why the audience should believe the proposition. The evidence that supports the claims made by the organisation.
  • Brand personality or tone of voice – The overall desired mood projected by the project.
  • Previous design and marketing materials – What marketing materials do they currently use?
  • Mandatories – Specifies ‘must have’ elements to be included in the project
  • Measures of success – How will we ensure the project is appropriate for your objectives and audience during development. How will we evaluate the success of the project after launch?

Outcome: Creative brief

2. The Strategy Stage

Develop a strategic approach to the project that includes:

  • The best solutions to the project requirements
  • A solution that best supports the organisation’s goals
  • A solutions that best meet the target audience’s needs and expectations
  • A create a vision for the project that everyone shares and agrees with

Outcome: Specification, architecture and wireframes

3. Design Stage

Use the specification and brand strategy to develop the project:

  • Get into the details
  • How will the solution look, act, behave, what’s the content and how is the end user engaged
  • Determine and develop the visual vocabulary
  • Create environments where the user can have the correct type of experience
  • Create a fusion of design and function

Outcome: Visual designs and website step throughs

4. Build & Transfer

Visual designs and website step throughs are used to develop the final project through the following steps:

  • Production by developers
  • Producing the backend systems that achieve the goals
  • Technical development
  • Controlling the quality / testing the build
  • Assuring that the final product matches the expectations
  • Adjusting for final changes
  • Testing with users
  • Being dynamic and responsive to resolving technical issues
  • Transferring all the knowledge and assets that have been created over to the client
  • Continued development after launch and beyond

Outcome: Review and measure success

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Get in touch

The Club
20/4 Salamander Place
t: 07525268993

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