Enterprise IG’s Charitable Foundation has created a corporate identity free of charge for baby charity, Tommy’s, which is unveiled this week.
The Charitable Foundation initiative was set up to work for free with charities local to Enterprise IG’s London office. Past pro bono projects include St Martin in the Fields’ social care unit charity.
The rebrand is designed to help Tommy’s establish itself as the ‘definitive baby charity’ and increase awareness of its work. Enterprise IG has created a corporate identity and strapline, retaining the Tommy’s name because of its ‘rich heritage’.
Research revealed that the public was not clear about how Tommy’s differed from other children’s charities and was not aware of the medical research it undertakes. It aims to save babies’ lives by funding research into miscarriages, still and premature births.
The existing logo gave the impression that the charity was for young children and was a local not a national organisation, according to an Enterprise IG spokeswoman.
Enterprise IG creative director Nick Payne says, ‘Our aim was to create an identity that would communicate the idea of a baby using imagery that was clean and contemporary but not overtly cuddly.’
It constructed the identity around the strength of the name using a bold typeface with the emphasis on the letter ‘O’ and the apostrophe to create a distinctive marque, adds Payne.
Enterprise IG has also developed a supporting identity that communicates the ‘journey of pregnancy’ from concept to delivery using words and pictograms.
The group was approached by Tommy’s and it then volunteered its services for free to review its corporate identity.
Meanwhile, Enterprise IG has confirmed its appointment to undertake ongoing brand development work for TXU Energi.