NCH relaunches as Action for Children

NCH, the largest UK children’s charity, this week relaunches as Action For Children, following a complete identity overhaul by Baby Creative.

The 140-year-old charity – for many years known as the National Children’s Home – which now has 7000 staff and works on 500 UK projects, awarded Baby Creative the contract in June last year, following a strategic and creative pitch against six other consultancies.

The group created the logo in January this year, while the complementary brand language has now been adapted and implemented across various touchpoints, including a new website, also designed by Baby Creative, and built by Web specialist Winona Solutions.

A brand toolkit has been developed for brand guidance.

Creating strict guidelines that could unite the charity proved to be the biggest challenge for the consultancy, according to Baby Creative managing partner Laurence Sassoon.

He says, ‘There was so little consistency before and it needed to be policed. [The new guidelines] show clearly how you write and use the imagery.’

The revamped identity is thought to be part of a multimillion pound investment by the charity.

The new look and feel will be rolled out across all internal and external communication material, including e-mail, literature and the website before a multiplatform advertising campaign begins next year.

The charity has finally settled on the name Action for Children, following a spate of rebrands that include previous incarnations such as NCH, NCH Action for Children and National Children’s Home.

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