CGI Brandsense’s support for One Parent Families

CGI Brandsense has created an identity for advocacy and support charity One Parent Families to boost its profile-raising and policy-related activities.

The charity staffs a helpline and lobbies Government on behalf of the 26 per cent of British families with dependent children that are now headed by a single adult (source: Office for National Statistics).

The rebrand involves dropping the prefix ‘National Council for’ from the One Parent Families name. More abstract and aspirational brand names, such as Canopy and Juggle, were considered, but the literal route was ultimately chosen, according to the charity’s head of information and publishing, Ruth Coleman.

‘The most important thing is getting our message across in order to reach the biggest number of lone parents and pull in resources,’ she says. ‘The directness of rationalising our existing name was the best option.’

Coleman adds, ‘The organisation has changed quite substantially, but the brand we had wasn’t a complete brand. We needed to bring the elements together.’

The brief was to update and improve the focus of the charity’s brand, which was looking ‘tired and staid’, according to CGI Brandsense marketing manager Tom Adeney, who was also project manager.

Three letters within the word ‘family’ have been used to represent human figures in the logotype, emphasising that lone parents are still families. A pink-and-black colour palette, ‘natural and unstaged’ photographic style and website have all been developed. The work will roll out from this week.

Creative director Sue Purkiss-Webb led a design team that included designer Caroline Clarke. The group was appointed 18 months ago through a contact at its sister ad agency Euro RSCG Wnek Gosper, which will be developing an advertising campaign for the charity.