The Children’s Society was first set up in the late-nineteenth century and aims to improve the lives of children by tackling issues such as child poverty and social attitudes towards young people.
The charity is rebranding for the first time in 16 years, in response, SomeOne says, to falling awareness of its work. The consultancy adds: “Research revealed that investing in a more impactful visual identity was crucial to having the greatest possible impact on the lives of this country’s most disadvantaged children.”
The rebrand was developed in consultation with a number of stakeholders, SomeOne says, including “dozens of children the charity works with directly”.
SomeOne says it has based the new positioning around storytelling and “the revealing of hard truths”. The new website features case studies from young people who have been helped by the charity, as well as explanations of how issues such as payday loan advertising affect children.
The previous purple identity is being replaced. SomeOne says: “The black and white emphasises the serious nature of the charity’s work, while allowing great flexibility to work with bolder colours and designs for different audiences.”
The Children’s Society’s chief executive Matthew Reed says: “A brand is about more than a visual identity and a logo. It informs everything we do as an organisation: Our vision, our mission and our values and behaviours. It reflects the history of our charity and will determine our future.”
The charity says it will be rolling out the new brand “gradually” over the next year in order to help keep costs down, put value for money at the forefront and make sure it is implemented in the most effective way.
The new Children’s Society website was created by Manifesto Digital. The consultancy’s CEO Jim Bowes says it was rebuilt “with an action and story purpose”.