The consultancy was appointed through a strategic presentation in January and is now in a research and audit phase, consulting key members of staff and supporters of the charity.
Johnson Banks creative director Michael Johnson says, ‘Our main task is to help the Trust plot a clear route forward for its work, present a clearer positioning and review the identity elements as they stand.’
‘The brand will not just be visual; we need to look at the positioning and what we say to the public,’ says a Cystic Fibrosis Trust spokeswoman.
Much of the charity’s current audience is made up of people with cystic fibrosis or people who assist those with the condition – ‘suddenly they find themselves fundraising because of that link and become aware of the charity,’ says the spokeswoman.
This is ‘an exhaustive list of people’ she says, and therefore the new brand needs to appeal to a wider audience ‘who don’t know we’re here yet,’ she says.
The new work which will include a redesigned website, is expected to launch to the public next year, ‘if not sooner,’ says Johnson.