The Big Issue Group has today (27 June) unveiled an extensive re-brand and new five-year strategy as the organisation looks to address the growing socio-economic issues caused by the ongoing cost-of-living crisis.
Led by pro bono agency partner Jones Knowles Ritchie, the rebrand was also supported by several other firms including FCB Inferno, 10up, december19, Rocketmill, Kokoro and Bold.
Rebranding as ‘The Big Issue Group’, through its new strategy the organisation will look to create innovative solutions through enterprise as a means of unlocking social and economic opportunity for the millions of people trapped in poverty in the UK.
As part of the wider strategy, a new value proposition, ‘Changing Lives Through Enterprise’ will be set up as new research indicates that despite an estimated 1.26 million unemployed people in the UK, employers are struggling to fill the record 1.3 million current vacancies at a time when up to 14.5 million people are living in relative poverty.
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“Our brief was to create a progressive and cohesive identity for Big Issue Group, driving recognition and awareness of the brand’s multiple social enterprise pillars,” Jones Knowles Ritchie creative director, Jay Hussain said.
“In the words of John Bird, Big Issue Group exists to ‘dismantle poverty by creating opportunity’ which became the cornerstone of our creative exploration. This manifested in the design idea of ‘social scaffolding’ reflecting the support Big Issue Group provides people and communities to earn, learn and thrive.”
Big Issue Group chief marketing officer, Zoe Hayward added: “This is an exciting and important next step for the Big Issue brand – not only have we modernised our brand but we are expanding in new ways to create opportunity for more marginalised people than ever before.
“We have created a compelling, inclusive and single-minded expression of the brand which is bold and confident and we want more consumers to feel motivated and uplifted to join our cause.”
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