Case study: The Consortium for Street Children

The international network secured pro bono help with its rebrand. Our expert is highly impressed

The Consortium for Street Children
The Consortium for Street Children

The Consortium for Street Children is an international network that campaigns to help street children. Founded in 1994, it aims to encourage research, influence policy and share best practice. It also provides services to more than 50 member organisations, including Save the Children, World Vision and Ulster University.

After the election of a new chairman, the photographer Marcus Lyon, the charity decided to carry out a strategic review and rebrand. Lyon solicited pro bono consultancy from graphic design agency Purpose. Work also began on a new website.

- The approach

Purpose talked to staff about what the consortium did, where it was moving, its key purposes and what would happen if it didn't exist. The results were distilled into a core 'thought' for the consortium, which Purpose called an 'amplifier'. The mission was defined as "maintaining a global network, encouraging research, influencing policy and promoting best practice". A selection of logos were designed for the charity to choose from.

- The proposals

The consortium selected a C-shaped logo, redolent of the copyright symbol or a stamp of approval, because it conveyed strength. A series of straplines - "Louder Together", "Global Change", "One Big Voice", "Multiply Your Impact" and "Voiceless to Vocal" - were chosen for different sections of the new website. The words emerge from behind images of buildings. Pictures of children were deliberately rejected.

- The effect

The consortium says the rebrand has helped it to focus on its role as a membership organisation, providing benefits to the campaign groups, charities and academic institutions that are part of its network. The consortium helped one member, the Amos Trust, launch the Street Child World Cup this year by putting it in touch with other members, who provided players.

The organisation has also enhanced its own campaigning work. It is running a campaign called Realising Rights, which aims to stop violence against street children, to coincide with the 20th anniversary of the UN Convention on the Rights of the Child this month.

Mathew Little

EXPERT VIEW - Vicky Hoad, Account director, Blue Rocket

Sixteen years after it was founded, the consortium was in danger of losing touch with its mission and seeming austere. But this has been avoided by distilling one simple idea.

The 'amplifier' accurately describes the Consortium for Street Children by conveying the strength of networks as well as the ability to empower children in dire circumstances.

This is translated into the gigantic straplines themselves, which dwarf the cityscapes below. The use of red and the angled urban perspectives complete this impression of amplification, and the C is a hallmark of authority.

I am left feeling the consortium is a force to be reckoned with, and the reportage pictures on the website remind me what it's all for.

Congratulations to Purpose and well done to Marcus Lyon for securing its services for free.

Score
Creativity: 5
Delivery: 4
9 out of 10

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