- Employer: AFMSCP - Association of Social and Cultural Women Mediators of Pantin
- Activity area: association under the French law of 1901 - social and cultural mediation
- Role: English bilingual mediation and communication project manager
- Missions: visual identity - print, web, video communication - website management - social networks
- Collaboration: EXCLAMATIVE Agency (creation of the website)
- Date: 2010-2018
- Technologies and software: ADOBE PHOTOSHOP - ILLUSTRATOR - INDESIGN - PREMIERE PRO - SENDINBLUE - CMS MADE SIMPLE
About the AFMSCP
The AFMSCP, Association of Social and Cultural Women Mediators of Pantin, is an association under the French law of 1901, created in 1988 and formalized in November 1994. Its main activity is social and cultural mediation. Mediation is available through on-call services, support for people in difficulty, social integration and accountability.
AFMSCP organizes actions in the following areas: integration, social, cultural, health, family, digital, school mediation, energy, local and international solidarity. Its main objectives are to fight against exclusion, discrimination, regulate conflicts, strengthen cohesion and create an interface between residents and institutions.
The creative challenge
When I arrived at the AFMSCP, the association already had a logo, business cards and a web page with the operator "Free". But it did not have a graphic charter, so the communication tools were not harmonized. This prevented the association from conveying a homogeneous, effective and clear message.
The communication audit allowed me to highlight the strenghts and the weaknesses of the AFMSCP, and the levers for improvement:
- The association does not have a clearly defined visual identity.
- The logo is not vectorized and it is difficult to read in certain sizes.
- Communication tools are no longer adapted to their needs, because they are too limited and obsolete.
- English-speaking members do not have access to online information.
The association wishes to have a strong and up-to-date visual identity, with the existing logo.
Graphic challenges
The logo
Vectorize and refresh the logo, using the existing color palette. And ensure that it remains endearing to the AFMSCP public.
Digitization
Create all communication tools, in print and web versions.
The solution
During the communication audit, I observed that users were very attached to the logo. In their eyes, it reflects the welcoming and caring side of the AFMSCP. Therefore, with management, we decided that I would only do a logo refresh.
Work carried out:
- Communication audit, SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and benchmarking.
- Definition of a strategy and an action plan.
- Refreshing the logo and drafting the graphic charter.
- Creation of print, web and video communication tools: business cards, brochures, posters, flyers, roll-ups, badges, emailing campaigns, newsletters, articles, banners (French-English), slideshows and promotional videos.
- Community management (Facebook, Daylimotion, Flicker).
- Writing funding applications (subsidy requests, sponsorship, patronage), assessments and activity reports.
- Drafting the specifications for the new website and managing relations with the Exclamative agency.
- Website management: content creation and updates (French and English).
- Creation of press kits and media relations management.
Colors
I used the logo color palette (purple, yellow, orange, red, green, blue, black and white).
The logo is multicolored, because the association is multidisciplinary.
These colors have meanings that represent the heart of the work of the AFMSCP. Indeed, one of the priorities of mediators is to regulate conflicts and calm tensions. Users need to be supported by attentive, serious, rigorous Mediators in whom they can trust.
Loyalty, creativity and peace
Confidence and optimism
Joy, sociability and loyalty
Passion and determination
Rigor and seriousness
Purity and wisdom
Nature and success
Trust, security, generosity, calm and sensitivity
Fonts
For the logo refresh, I used Century Gothique for the AFMSCP acronym. Century Gothique is professional, timeless, elegant, round and airy. For the detail of the AFMSCP acronym, I used Angelina, because the original font was difficult to read in a smaller size.
For communication tools, I used Now Alt for titles and body text. This font allows you to create soft and warm messages. Exactly what the AFMSCP wants.
The logo before refreshing
The logo is pixelated and the thickness of the definition of the acronym makes reading difficult, especially in print format.
The logo after refreshing
The logo is now vectorized and the Angelina font makes the definition of the acronym readable on any type of support.
Responsive logo design
Business cards
The badges
The brochure before redesign
The brochure after redesign
Writing files
Project presentations, grant requests, activity reports...
Creation of posters and flyers
Roll-up design
Digitization of communication tools
Website management
The Exclamative agency has designed a website that offers fluid navigation. The visitor is guided step by step, from the presentation of the association, to the workshops, until registration for the workshops. I took care of content creation, updates and renewal of hosting, from 2011 (year of creation of the site) to 2018.
The resultsSources: activity report
Visibility and conversion
The quality of communication tools strongly contributed to the results.
- Optimized visibility (website, newsletter, social networks and emailing).
- Development of conversion and member participation rates.
- Increase in the number of visitors and conversion at trade shows.
Prizes and awards
- 2015: jury prize in the competition "Social development meetings" organized by APES, OGIF , FRANCE HABITATION and ASTRIA.
- 2011: Star of Tolerance prize, competition organized by the Regional Council of Île-de- France.
New members,
in one year (including +10%, during trade shows).
Public and private partnerships developed (12 out of 14).
Or 100%, existing public and private financial partnerships renewed.
Testimonial from a collaborator
I would like to express my satisfaction with the work provided by Eryphilia BENDO, within the AFMSCP. Eryphilia contributed to the success of AFMSCP projects, thanks to her skills in management and communications. Eryphilia promoted the AFMSCP and its collaborators, and the AFMSCP was able to have international visibility. My collaboration with her was very enriching. Eryphilia is a good listener, she has strong analytical skills and she is proactive, which contribute greatly to bringing to fruition the projects that we wish to carry out.
Gaëlle NOUWÉ NJINE
Human resources manager, AFMSCP