The charity is set to relaunch under the new name of Action on Hearing Loss.
The consultancy was appointed in April following a credentials-led tender process, which also shortlisted Interbrand, Johnson Banks, Baby Creative, The Team and Wolff Olins.
Hat-Trick Design was chosen because of the strength of previous projects, including its work for the Natural History Museum, which similarly has a range of staff including customer-facing and research roles, says RNID brand review project manager Joanne Grubb.
The consultancy has been briefed to create a new identity which improves recognition of the charity and raises awareness of its work with a range of different age groups, including young people and clubbers.
The consultancy will be working closely with Spencer du Bois, which has been working on the charity’s strategy and devised its new name. According to Hat-Trick Design creative director Gareth Howat, the challenge of the project will be to create an identity which is both flexible and has impact.
Howat says, ’The name is very descriptive, so our initial ideas for the visual identity make the most of that name and put that front and centre.’
The consultancy will be working closely with RNID’s in-house design team to develop strategy for application of the branding.