TeamLondonBridge: Christmas gift donation

Our client – TeamLondonBridge, a Business District organisation – receives Christmas gift donations from 40+ local businesses in around the London Bridge area in the UK’s capital city. They then distribute them to local charities. They asked us to make:

1. It easier to manage for TeamLondonBridge – as gifts are given in unstructured ways that need to be sorted ahead of distribution
2. More people volunteer to distribute gifts – to spread this burden
3. The gifts more meaningful for recipients – ganging gifts by age and gender ahead of time

1. Psychological insight
What essentially makes a gift special is the ability of the giver to singularise the recipient – to show their understanding of, and attention to, the hopes and desires of others [the recipient] – so we designed a simple categorization system, by age and gender, for donors to organize more meaningful gifts

2. Structural insight
We reviewed the process of gift giving, wrapping, sorting into sacks, and distribution, and made sure we embedded behavioural and psychological techniques in every step.

We sketched and eight-stage process and marked, in a traffic light red-amber-green fashion areas of challenge and techniques to either adjust the flow or add our classification of gifts.

The version we used we called ‘The Label’. It is founded on a clear classification from the very first step.

We wrote copy and sketched a design for communications – the client team worked that up into finished collateral.