CGI BrandSense is to present design concepts for the rebranding of the National Council for One Parent Families next week.
The consultancy is generating the name and creating a supporting identity for the charity, which is patronised by Harry Potter author JK Rowling. The work is expected to launch in November.
The consultancy was briefed to create a name and identity that will make the charity more accessible to anyone bringing children up on their own and present it as an effective, modern organisation.
The charity also wants to attract new funders and challenge stereotypes around lone parents, says CGI BrandSense marketing director Sheila Lalani.
‘The charity feels it is in need of a more unified and integrated name and identity for its audience,’ Lalani says.
The Havas-owned consultancy is working alongside its sister company, ad agency Euro RSCG Wnek Gosper, which is creating advertising and promotional campaigns. The consultancy won the work without a pitch.
The charity, which was founded in 1918, provides support for 20 000 lone parents a year in the UK via its helpline and campaigns for a better life for single parents and their children.
Latest figures from the Office for National Statistics show that 26 per cent of British households are now headed by a lone parent.