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Affinity Trust’s expired brand was beginning to amplify some key issues that were restricting their potential for growth and success.
Their main goals were to create a fresh, new, compelling brand that:
Brand, inclusion, accessibility, empowering less-heard voices and helping a not-for-profit organisation be the best they can be… Well, as you can imagine, we were really excited to win this work with Affinity Trust and get started!
Take a look at the Affinity Trust website
We researched and reviewed employee feedback, outcomes from co-production workshops held by the charity and read some great stories about the positive experiences of people supported by Affinity Trust.
We pulled out the key themes, language and sentiments and began to craft some different strapline ideas, tone of voice guidance and the overarching narrative – who are we? What do we advocate? What do we have to say and how do we want to say it?
This included: our creative concepts, three stakeholder engagement sessions and online surveys, two evolved concepts and one winning brand.
Meanwhile, our team of designers were bursting with creative ideas and shaped four different visual concepts. We held a workshop with key stakeholders to present each of them, sparking meaningful conversations about what was landing, what wasn’t and why.
It was important that we consulted and co-produced throughout, so at each stage of creative development and refinement, a survey was created and distributed to gather feedback and preferences.
“The rebrand focused on detail, using research, evidence and feedback every step of the way. Co-production is a central principle to best practice in support, and it was natural to make it part of the project.”
We were also keen to craft carefully considered guidance on photography, depicting people living their life their way. In turn, our imagery shows people in their best light:
“To be honest, the first narrative was spot on, Alive seemed to get us straight away. The chief exec understood the brand as soon as he heard it.”
Move the below slider left and right to reveal the before and after brand.
Working with the people who know Affinity Trust best, we adapted, evolved and learned a lot to ensure we were championing best practice terminology, which really helped shape our language and tone of voice guidance.
Our fresh new brand also had to consider the charity’s values and newly word smithed purpose and strategy. So, we developed a suite of icons to help bring these to life visually.
A powerful, engaging and accessible brand for Affinity Trust that forges stronger connections with partners, stakeholders and people we support.
Using our fully developed brand narrative and guidelines, we delivered a wide range of templates to equip and empower inhouse teams to thrive with their new brand. This included:
Together, we make it possible.
