Jones Knowles Ritchie has refreshed the identity for WRVS, as the charity seeks to raise its profile and increase the effectiveness of its fundraising efforts.
The group won the appointment in August after a four-way credentials pitch. The work will be applied across WRVS shops, hospitals and cafÃ©s, the Meals on Wheels programme, communications material, corporate literature and a website – www.wrvs.org.uk – from this week.
WRVS, originally known as the Women’s Royal Voluntary Service, was established in 1938 to help people isolated as a result of the war effort. Best known today for its Meals on Wheels programme, WRVS tackles social isolation and deprivation within UK communities and helps people who have been affected by natural disasters.
WRVS chief executive Mark Lever says he briefed JKR to design an identity that was ‘attractive and memorable’ to volunteers and recipients of the organisation’s services, as well as to funders, donors and potential partners.
‘We probably help more older and house-bound people than any other organisation in the country, but research [revealed] that people don’t know what we do,’ says Lever, adding that the organisation is keen to become more than ‘a well-kept secret’.
JKR co-founder Andy Knowles says the ‘modern and upbeat’ marque, consisting of four overlapping circles, is inspired by WRVS’s efforts to build inclusive communities from diverse individuals and organisations. The colours reference the organisation’s heritage.
Knowles explains that the strapline – ‘make it count’ – is a ‘call to action’ to those working with WRVS, and those who may join the organisation in the future.