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Defining a brand and communication strategy to set a global platform for ambitious growth

Some foundations would be happy to be the major contributor to the building of a five star respite facility for children living with cancer, or a new centre for kids who have learning difficulties. But Rory McIlroy and his team at the Rory Foundation have their sights set on a bigger vision - how can they use the influence and status Rory has as a top three golfer in the world to do more - help more kids across more sectors of need in more countries across the world.

We identified the strategy to help the Rory foundation set a solid platform for the growth they are ambitious to achieve. We gave fresh input into the reason the foundation exists and what they stand for in the world. Working closely with foundation director, Barry Funston we aligned on a new brand mission for the Rory Foundation. The vision would be underpinned by values and a organisational structure that would enable them to work with children across the specific sectors they felt they could make the most difference in.

Every once in a while a human being comes along with such a unique sporting talent that they have the ability to touch the lives of hundreds of thousands of people all over the world. A creator of special sporting moments in time that are watched by millions but achieved by only the very few. It takes a dedication that not many can muster. A relentless drive and passion that pushes them on - no matter what the circumstances and a will to win that never, ever fades.

It's truly amazing to watch, to be part of in some small way, whether you've felt the elation of a major win live or followed every drive and putt on television. But when that person takes that talent, understands the real power of it and uses it as a force for good.

Well.....

that is truly special.

rory foundation
rory foundation

Our work with the Rory Foundation started over two years ago with a long conversation over lunch with foundation director, Barry Funston. The Rory Foundation had already kicked off and been heavily involved in the successful funding of Daisy Lodge - a respite centre for the Children’s Cancer Fund. And it was at this stage they realised what they were doing could have a huge impact on lives, not just in Northern Ireland, but across the world.

So, during our initial conversation two key themes kept recurring - the first was that Rory wanted his foundation to work with kids and young people - and the second was that he wanted it to be something that was for the long term and had the ability to scale and grow. For the Rory Foundation to have the impact we wanted we knew we had to be clear about what it stood for.

‘Helping children live better lives’ became the core driving factor we proposed for the brand. Every project and challenge they undertake and everything they do as an organisation will be forever underpinned by these five words.

rory foundation

The values that lie at the centre of the Rory Foundation are the same values that drive Rory McIlroy forward everyday in life. Rory was determined to start the foundation’s work in Northern Ireland, it’s the place in the world closest to his heart and where he grew up and learnt to play golf. It’s also where he learnt the values in life that have brought him to where he is today. It is these values that we have identified and defined to lie at the heart of his foundation and that will be the driving factor that creates new partnerships and new opportunities as the foundation grows.

rory foundation
rory foundation We know we will face many challenges along the way, but we are ready and equal to the task ahead. Our unwavering belief in our ability to instigate real change will empower us to make every single second count and enable us to help children live better lives.
rory foundation Passion lies at the heart of everything we do. We’re passionate about people, not issues and that’s what inspires us to create positive change for children and families that are driven by strategies based on logic and results.
rory foundation We are ambitious for life. Whatever the conditions of peoples lives, we believe in our ability to make things better. For us ambition is a unstoppable cycle of positive energy that turns caring into action and impact.
rory foundation
rory foundation

Creating the pillars of change

The ambition inherent in the Rory Foundation knows no boundaries or limits. They understand the power of what they can do and how far they can extend their reach. This was the context that led us to create an organisational structure with three fundamental themes at its heart that future projects and programmes of change the foundation worked with would fall into.

The belief that every child has the right to the best healthcare that can be provided; that children should be able to look forward to a bright future and feel safe and free from harm in the community they live; and that research can help save and change childrens lives gave us the basis to create the pillars of change. Everything the Rory Foundation does will be child oriented and health, community or research related.

rory foundation rory foundation We know we will face many challenges along the way, but we are ready and equal to the task ahead. Our unwavering belief in our ability to instigate real change will empower us to make every single second count and enable us to help children live better lives.
rory foundation rory foundation Passion lies at the heart of everything we do. We’re passionate about people, not issues and that’s what inspires us to create positive change for children and families that are driven by strategies based on logic and results.
rory foundation rory foundation We are ambitious for life. Whatever the conditions of peoples lives, we believe in our ability to make things better. For us ambition is a unstoppable cycle of positive energy that turns caring into action and impact.
rory foundation
rory foundation
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