Roger Felton set to rebrand Aids charity

Aids charity the Terrence Higgins Trust has appointed Roger Felton Associates to revamp its identity to reflect its core value of accessibility.

The charity chose the consultancy after examining the credentials of around 15 consultancies and inviting three groups to pitch.

However, two of these groups – The Partners and Pentagram – failed to pitch and the project was awarded to Roger Felton. The Partners declined to pitch, citing lack of time as the reason, while Pentagram was unable to make its original appointment with THT.

Design groups including Alexander Boxhill and Why Not Associates applied for the project but were not called to pitch.

The project will start with a review of the client’s brand strategy, conducted jointly with marketing agency Through the Loop. The consultancy will then create a new look for the trust, which will include a revamped identity and literature portfolio. The new identity will launch on 1 April.