Smith & Milton researches charity’s brand

Smith & Milton is reviewing the name and brand identity for medical research charity Action Research and will present its proposals to the board at the end of January.

The consultancy is evaluating the charity’s offering and positioning, but has not yet decided whether a name change will take place. Action Research has given Smith & Milton a ‘wide remit’ and is ‘open to [its] suggestions either way’, a spokesman for the charity comments.

‘We are keen to better reflect the work we do to the general public,’ he adds. Action Research is hoping to roll out its revamped identity in the spring, depending on how far-reaching the work is.

Smith & Milton was appointed after a two-way unpaid credentials and creative pitch to the charity’s trustees before Christmas.

Action Research was founded in 1952 and funds some 120 research projects, totalling around £12m investment. The charity funded and helped to develop Britain’s first polio vaccine.