Marriage Care started as a marriage counselling service for Catholic couples.
It now offers counselling services for people of all ages and faiths, and counselling to same-sex couples.
Interabang was brought into a credentials pitch in January organised by independent brand consultant Susan Lee, who had carried out some strategic work with the charity.
This included Lee defining the brand essence of ‘relationship oxygen,’ according to Interabang co-founder Adam Giles, who says the definition has only been used to guide the rebrand, and not on any external communications.
A wider tone of voice for Marriage Care has been set by copywriter Jim Davies.
Giles says Interabang has looked to broaden the appeal of the brand so that as well as being for people seeking marriage guidance it will also appeal to younger people looking for advice before getting married.
The identity is an ‘abstract opening flower,’ which takes on the form of a geometric shape and has been designed to ‘not be too gender specific,’ Giles says.
The new brand will be rolled out across Marriage Care’s 50 UK centres, on stationery, signage, ads and a set of guidelines with an image suite.