SomeOne tells “hard truths” with The Children’s Society rebrand
SomeOne has created a new identity for charity The Children’s Society, creating a black-and-white look based on the idea of telling “hard truths”.
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”.
A proper rebrand. So much better than what was there before.
Like the thinking behind this… but the execution looks unfinished. I saw the signage the other day and presumed it was just a holding box until the design could be unveiled!
It is very interesting to me to notice that Ms Kelly Vallance often very much likes the work done by SomeThing. She seems to be their biggest fan!
You should be deeply ashamed of yourselves, £137,000 of charitable money donated to help disadvantaged children, but spent on a “rebranding” recommendation to change colours and add some case studies, This needs to be brought to public attention.