The consultancy was appointed on a pro bono basis in March, and was briefed to update the identity to make it more modern, raise the organisation’s profile and better reflect its position. Sam Smethers, chief executive at Grandparents Plus, had worked with Forsters when the consultancy rebranded charity Gingerbread.
The previous brand had been in use since the charity’s inception in 2001.
Amy Meadows, project director at Forster, says, ‘We needed to create a look and feel for Grandparents Plus that reflected the close links between family members and the importance of grandparents in this picture.
‘The new brand presents a friendlier and more welcoming look for the organisation, while also reflecting its serious campaigning focus.’
Smethers says, ‘The work was very much abou refreshing the brand identity, we didn’t want to change the name for example.’
The new identity will begin to roll out next month, when it is scheduled to be used on the charity’s website.