Gatsby Africa

Visual brand by MGA Ideas

https://www.gatsbyafrica.org.uk

Gatsby Africa is a charity focused on sector transformation in East Africa, to build stronger, more inclusive economies that enhance livelihoods and change lives. While the charity’s purpose is clear, the means by which it achieves its goals is a more complex story to tell and attracting the right talent to the organisation is an ongoing challenge.

Considerable work was carried out internally at Gatsby Africa to define the charity’s culture and values, but support was needed to turn the component parts into an Employer Value Proposition (EVP) that would cut through to ambitious, high-achievers, likely to be looking for roles in leading consultancies rather than the charity sector.

Working with MGA Ideas, an extensive research process established the full details of the EVP, before the extraordinary opportunity on offer was distilled down into an emotive short statement that would cut through.

Using the full brand narrative, a range of case studies and core EVP – Dream. Discover. Deliver. Put your vision to work – a range of communications were developed including an animation that answered the question why work at Gatsby Africa and a culture playbook that informed leaders internally on how to deliver and employ the EVP to best effect.

Project role

• Research

• EVP narrative

• EVP core proposition

• Animation storyboard

• Culture playbook copywriting