Brand report: The Lullaby Trust

The Foundation for the Study of Infant Deaths decided to rebrand to present a warmer image for the baby charity

The Lullaby Trust
The Lullaby Trust

The Foundation for the Study of Infant Deaths decided to rebrand as the Lullaby Trust after research among parents found its old name was "cold and off-putting". Francine Bates, the charity's chief executive, says young parents in particular were put off by the word 'death' in the name because it frightened them. The research found they decided not to read its leaflets because they did not want to think about the possibility that their babies might die.

"The research was very powerful," says Bates. "Given that we needed to find a new way of communicating with young and vulnerable parents, we needed a new name." The name the Lullaby Trust was chosen because it is "warm and approachable" and has the necessary connotation with babies and sleep, she says.

The year-long exercise to change the logo, website and materials was part of the charity's objective of halving the number of babies dying from sudden infant death syndrome by 2020. Bates says that since the charity was founded in 1971, the number of babies dying from Sids has already fallen from 2,000 a year to 300.

Bates says a significant proportion of deaths occur in families where the parents are young or vulnerable and less likely to follow safe sleeping advice. "We need to communicate with these parents to reduce the current level further," she says.

The new logo is in the same colour as the former branding to maintain consistency, says Bates. The circle motif was designed to work well in all the charity's promotional and fundraising materials. The strapline has changed from "giving babies the chance of a lifetime" to "safer sleep for babies - support for families" to show that its work involves giving both advice and support, adds Bates.

The charity used the agency Identica for branding advice. The design work and legal advice were given pro bono by its charity of the year partners Seven, a digital media content agency, and Olswang solicitors. The rebrand cost £38,000.

So far, feedback from supporters about the rebrand has been mainly positive, according to Bates: fund- raisers say they like the new logo and how it can be adapted to different settings, and the charity is also hoping to attract more corporate partnerships.

EXPERT VIEW - Emmie Spencer, head of strategy, Neo

Emmie Spencer, head of strategy, NeoRenaming can be difficult to get right - just ask 'Consignia'. There are times, however, when an organisation must change its name if it is to change perceptions. Scope is one example; the Foundation for the Study of Infant Deaths another. Fortunately, they have got it spot on. Lullaby Trust meets the brief of making the organisation more appealing to young parents. It's easy to see how this name could make it a better prospect for corporate partnerships too.

But the rebrand fares less well in the visual execution. While the rounded type is in keeping with the gentle feel of the name, it is perhaps a little too Fisher Price. The strapline is too long and sits clunkily around the mark, almost as an afterthought. The website design feels rudimentary. This is now an accessible brand, but it would have benefited from more TLC at the design stage.

Creativity: 4
Delivery: 2
6 OUT OF 10

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