A collaborative approach
Listening is at the heart of community organising, learning how to listen mindfully and consciously to others and to yourself. The more we learnt about organising the easier the decision became to open up the project and make it a truly collaborative journey with the members and embed listening at it’s very core. Community Organisers have an egalitarian structure which complimented this approach, one member one vote, so why not let members have a vote on how the organisation may look, sound and feel?
At key stages throughout the project we embarked on listening exercises with the wider membership. At some points this involved the Yoke team listening and learning, receiving training to become immersed and begin their own organising journeys. At others it meant sharing ideas, concepts and visuals to the broader membership asking for their personal input to help guide the direction of the creative. A beautiful thing happens to the creative process when you ask 150 vested, passionate individuals what hopes and dreams they have for the organisation and how we might best capture that energy in the new branding.
The final brand would not have been successful without this input, it enabled us to spend valuable time with the core of the organisation and truly understand what success for the project looks like from their perspective. The membership became empowered and connected to the project, and a sense of ownership was born with the big changes that lay ahead. The risk of the launch was also massively reduced as many were already exposed to how their organisation would look and feel.