Childlife
Rebrand
Childlife is an unusual charity, in that it raises money for four other charities who each in turn support children and young people. Together with our long-time collaborator, Lisa Pember, we worked to create a new brand identity for Childlife and to give it a smart and coherent presence in a highly competitive marketplace.
What we did
Rebrand, logo design, new brand guidelines and key assets, including newsletter template and training materials
While Childlife’s structure makes sense in the context of its history (a consortium formed to make payroll giving more affordable), the charity was struggling to make its message clear and distinctive – especially in relation to its four partner charities. Plus the brand identity was dated, confused and in dire need of a refresh.
Bringing warmth and coherence
Having thoroughly explored a number of approaches with the client, we pursued the route of ‘Together, for families’. We designed a logo with four component parts, reminiscent of four heads together. This can be read as the Childlife family of charities or any family. It also has a sense of group hug or mutual support. Having chosen a strong primary colour, we developed a supporting colour palette with warmth and vibrancy.
Making every penny count
Alongside Lisa, we helped to deliver new brand guidelines and assets including Mission and Vision, key messaging, and vital direction on logo hierarchy, i.e. how to use the four partner logos alongside Childlife’s to further support understanding.
Interestingly, we delivered all this against a brief that initially called for workshops, personas, and mapping. However for Lisa and for us, the ‘room for improvement’ was so abundantly clear, we took a risk and suggested that the budget instead be spent on tangible outputs. Fortunately, they trusted us. And the result is genuinely elevating for the charity.
‘Safe to say we love what you’ve collectively come up with.’
Childlife client
