The Consumer Credit Counselling Service will change its name to the Step Change Debt Charity.
Frances Walker, head of media and public relations at the charity, said the move was part of a three-year plan to double the number of people it helps with debt problems.
The charity currently works with about 400,000 people a year and will launch its rebrand, which includes a new website www.stepchange.org, on 5 November.
"From our research we found we were not very well known and there was very little recognition among consumers of our brand," said Walker. "We looked at the name, which has origins in an American concept that was introduced here 20 years ago.
"People do not think of credit when they have debt problems. The new name suggests we are helping make a ‘step change’ in their lives, but also that CCCS is making a step change in its approach.
"We will be reaching out to more people, in more ways, and increasing the services we offer."
The charity used the agencies Coley Porter Bell for the design of the rebrand and Brass to translate the new image across its communications materials, including correspondence with clients and lenders and the website. The charity was unable say how much was being spent on the rebrand.