Charity builds new foundations

The Children’s Foundation is set to launch a new identity in an effort to create a stronger brand awareness and strengthen links with the north of England community it represents.

Designs are by Newcastle marketing communications consultancy The Design Group. Its brief was to give the charity a stronger identity and provide links to websites of its sub brands The Yellow Brick Road and Golden Freeway.

The new identity shows a young girl painting the names of The Children’s Foundation and each of the sub brands in bright and distinct colours. The use of a rainbow and cartoon lion for the Golden Freeway and a yellow swoosh for The Yellow Brick Road distinguish the sub brands.

It is the first proper identity for the whole of the Children’s Foundation charity. The Yellow Brick Road branding has always dominated but, while it was suited to community fundraising activities, it did not appeal to businesses, professional groups and statutory funders.

The project includes designing a website and the application of the identity to literature, stationery, publications and signage.