Parent charities search for a supportive identity

Two leading charities are seeking design groups to create a corporate identity, prior to a proposed merger later this year.

The National Stepfamily Association and Parentline plan to merge in the autumn, with the aim of creating a forward-thinking charity dedicated to supporting and advising parents.

Both existing charities will be retained as sub-brands under a new umbrella name, yet to be announced.

The charity also plans to launch new charity brands, confirms a spokeswoman. She says a long-term relationship with a design group is planned.

“This represents quite a challenge to the voluntary sector,” she adds.

The charity groups hope to finalise three consultancies from a pool of around ten within the next few days.

“We are pursuing a corporate identity that not only acknowledges parenting’s importance, but also recognises that in today’s world parenting is often done by an extended network of family and friends,” says Dorit Braun, now chief executive spanning both organisations.