Corporate Edge is creating the branding and identity for a new organisation that will result from the merger of charities Age Concern England and Help the Aged.
Corporate Edge was appointed following a pitch which also included Michael Peters & Partners and Saffron, Design Week understands.
The consultancy has now been tasked to create a new name and brand for the organisation, which will have a turnover of around £170m and is due to start work in April.
The charities are currently using Age UK as the project name for the merger, but a spokesman for the new organisation says this will not be its public-facing name.
The work will include engagement and consultation with older people’s groups across the UK, and the development of related brands for separate organisations in Scotland, Wales and Northern Ireland.
Chris Wood, chairman of Corporate Edge, says, ‘We are thrilled to have won the brief to advise Age Concern England and Help the Aged on the brand development of the new organisation.
‘Both organisations are household names, with decades of achievement to boast of and a proud record of success in helping older people.
‘The next phase is an exciting one – not just for the new organisation that will be created, but for the entire sector in the UK. Because of this, the needs and views of older people will be central to our new branding strategy – and that’s why their ideas are pivotal to this process.
Tom Wright, chief executive of the new charity, says, ‘The appointment is an exciting and important leap forward as we create a brand for the new organisation.’