The Suzy Lamplugh Trust wanted to update its image to coincide with its February move to the newly opened National Centre for Personal Safety in central London. The first step was research to find out what the public understood of the charity's mission and activities.
"There was very high recognition of the name Suzy Lamplugh, yet little understanding of the charity and the services we provide," says Julie Bentley, chief executive of the trust. "Something like 80 per cent recognised the name. Less than 30 per cent could say what we do."
Having recognised that there was a need for change, the trust worked alongside its agency, Leith London, to analyse what needed to be altered and what was best left alone.
"The key was not to change things for change's sake," says Jeremy Pyne, managing director at Leith London. "Looking at your mission statement should be your first target. With Suzy Lamplugh, it wasn't the mission statement that was broken. The problem, instead, was in the way in which it was communicated - particularly the logo and strapline - so this is what we decided to focus on."
The original strapline, 'The Leading Authority on Personal Safety', wasn't working, so Leith London called in some research groups to help select a new one. Pyne began by giving a rundown of the trust's activities and presenting some alternative slogans. The groups were then asked what each slogan told them about the charity and which best summed up what the charity was about. The result was a new strapline, 'Live Life Safe'.
Nick Darke, an independent designer, was then asked to create a new logo. "Nick's challenge was to come up with an identity that drew the emphasis away from Suzy Lamplugh, because people already had an awareness of her name, and told people instead why we are here and what we are about as a charity," says Bentley. "In the end, the strapline 'Live Life Safe' became the logo. It seemed like the most communicative approach and has so far had a positive response."
REBRANDING A SMALLER CHARITY - Childhood First, previously known as Peper Harow Foundation
When the Peper Harow Foundation altered its name to Childhood First in November 2005, it was the final stage in an 18-month rebranding exercise that had included a raft of changes.
The organisation, which offers therapeutic residential care and treatment to traumatised children and young people, had been using the Childhood First name in its fundraising activities since 2000. However, it was only following the appointment of Stephen Blunden as chief executive in March 2004, and his subsequent organisational review, that the charity decided to use the label full-time.
"Stephen started by consulting staff, trustees and stakeholders to get a clear idea of what our mission and vision were," says Harriet Brooke, fundraising and marketing director. "The old name was a big part of that debate. It goes back to when we were based in Peper Harow in Surrey; but we hadn't been there for 15 years. It was no longer relevant and it didn't communicate what we do."
Before the new name could be put in place, a lot of other work needed to be done. First, because the charity had never had strong visual branding, it had to create a look and feel that could be used consistently across its activities.
Using Blunden's review findings as a base point, Brooke and her colleagues spent much of 2004 and early 2005 working with the design co-operative Wave to create a colour palette and visuals that would sit well alongside a newly designated strapline, 'healing hurt minds'.
The new look was shown to staff, trustees and stakeholders in March 2005 after extensive consultation. The next few months were spent assessing how the visuals had been received before the name was finally unveiled in November, alongside a brand new website.
"We really didn't have a brand before - certainly in visual terms," says Brooke. "Now our mission is aligned with a clean look and a strong name. The response has been positive, and we're very pleased."