A civil servant charity is being rebranded as “warm, human and approachable” in the latest campaign from purpose-driven creative agency GOOD.
The new brand – ‘For Whatever Happens’ – is the latest effort from the Charity for Civil Servants as it aims to rid itself of its corporate image and re-establish itself as the first port of call for civil servants during challenging times.
A new name, strapline and logo were created following research which indicated that, despite the increasing need for help for civil servants, the charity was struggling to connect with its core audience.
By introducing a clear and compelling purpose alongside the new look, GOOD has reinvigorated the charity’s brand and ensures distinctiveness. Other changes include tone of voice, typography and illustration, all of which have been introduced to give the brand a new playful identity.
“In times of need, we nearly always turn to a human for help,” said GOOD associate creative director Pete Snell.
“From a brand that had felt quite cold and organisational, now every single aspect of this brand makes it feel warm, human and approachable. Everything it needs to be to help engage, and help, more people.”
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“Too often I hear clients interpret their brand’s distinctiveness as a logo or a colour. I feel our work for the Charity for Civil Servants is a great example of how a tone of voice, or an illustration style, can really take the lead and be the thing that makes the brand distinctive,” Snell continued.
Charity for Civil Servants director of fundraising and marketing Damian Chapman revealed that the GOOD Agency worked with the whole charity, to really “get to the essence of who we are as an organisation, understand our purpose, and develop a way to showcase this in how we present ourselves”.
“The response right across the civil service community has been amazing – people love our refreshed brand, describe it (and us) in ways that much better reflect who we are as their charity, and it is great to see our purpose being reflected in how we sound, look, feel, think, and do,” he added.
The brand revitalisation follows in the wake of other GOOD projects, including a recent integrated campaign urging pensioners to check if they are eligible for part of the UK’s £1.7 billion unclaimed pension credit, in the wake of challenges arising from the cost of living crisis.
