The awareness organisation – previously known as Adoption With Humanity – works to promote and support change in the UK adoption system by trying to push Government reforms within in the system.
Lambie-Nairn was appointed to the project in July this year, and brought in to work on the group’s brand strategy, values, name and visual identity for its official relaunch.
The new branding uses a black, red and white colour palette, and an arrow-like device that looks to ‘point towards a change in attitude’, says the consultancy. The awareness campaign will use the strapline ‘Every child deserves to have a loving family.’
Christian Schroeder, chief executive of Lambie-Nairn says, ‘With their previous communications they had a lot of messages but it was all incredibly cluttered. Ultimately you got lost in the information – we wanted it to be clean and succinct, yet quite provoking.
‘It was about getting the message across as succinctly as possible, using facts, images, graphics and some hard-hitting photography.’
Schroeder says the branding uses infographics-like shapes and colours in order to get the group’s messages and facts across as clearly as possible.
The new name was brought in to give the organisation a more powerful ‘call to action’, he adds.
The visual identity will be shown across all touch points including marketing materials, stationery and a new website, also created by Lambie-Nairn.
The new branding will launch early next month ahead of National Adoption Week, which takes place from 5 – 11 November.