SSAFA offers practical and emotional support to those who serve in the British Armed Forces, those who used to serve, and their families.
Figtree was approached by the charity to help increase awareness among the public and those in-service of the SSAFA and its role.
Figtree initially simplified the name, which was previously SSAFA (Soldiers, Sailors, Airmen and Families Association) Forces Help, with the new branding using SSAFA as a word, rather than an acronym or initialisation.
The consultancy says, ‘With an influx of popular and effective fundraising organisations to the military charity world, SSAFA was getting lost.’
It adds, ‘They are known widely as “SSAFA”, and the enormous history and heritage behind the name was found through research to have great fondness in the military community.’
Following research interviews with stakeholders such as staff, volunteers and military personnel, Figtree says it created a more family-based positioning, looking to differentiate SSAFA from other military charities, and evolved the existing identity to reflect this.
The new look uses a pared-back colour palette from those used in the charity’s original identity, in a bid to recall its heritage.
Figtree says, ‘The bold typeface, strong underline and bold graphic style was inspired by SSAFA’s military roots, the practical support they offer and their dedication and commitment to the Forces family.
‘A warm, passionate and direct tone of voice emphasises their family credentials, while full bleed emotive imagery of military and domestic scenes shows the breadth of our service offering, putting the people SSAFA helps at the forefront.’