A complex and exciting rebrand for one of Scotland’s most successful small charities. Traditionally a non-secular organisation working with homeless people in Edinburgh, the task was to redefine and develop a look and feel that would support their work for the next generation.
The charity has 18 distinct services and enterprises, from a farm to youth employment services, food banks and community gardens. The first task was to connect each of the projects, define what they have common and articulate what appeared to be complex in a simple way. A map has been developed that demonstrates the relationship between each strand and how they interact.
Launched with a smart campaign
The new identity was rolled out across all aspects of the business, both internal and pubic facing. The brand was launched with a two week Edinburgh based street campaign and social media using the hashtag #TellYourStory and a campaign slogan ‘WE ALL HAVE A PAST A PRESENT AND A FUTURE’ and proved to be amongst the most successful campaigns of the year wining multiple awards.
The campaign had some phenomenal successes, the combination of digital, PR and street advertising meant the reach was far and wide. Overall, the week campaign yielded 750,000 views, interactions and reposts.