Figtree was commissioned to work on the project – which launches later this month – last September after winning a credentials-led pitch.
SSAFA tasked Figtree with developing the logo, a new website, print and electronic marketing materials and merchandise to coincide with a year of high-profile fundraising campaigns. This includes visuals for the nationwide event The Big Brew Up (pictured below), which will take place from 4-10 October.
SSAFA provides financial and emotional support to more than 50 000 serving and former members of the armed forces and their families.
Simon Myers, managing director at Figtree, says, ‘SSAFA was looking for a sensitive consultancy that could take what it had and make it a bit more contemporary.’
Figtree has used a palette of red, white and blue with bold typography for the identity. The logo includes military insignia and chevrons, in keeping with the charity’s heritage.
Myers says, ‘The biggest challenge was changing something that is quite traditional and has a strong emotional connection for a lot of people. We hope we’ve created something new and striking, but in sympathy with the charity’s heritage.’
Figtree’s Neil Southwell worked on the visual identity, and Simon Dean was responsible for the written content. The strapline ‘First in, last out’ aims to communicate both SSAFA’s history as the oldest armed forces charity, and its reliability today.