Clubs for Young People changes name to Ambition

The year-long rebranding has, says the charity, come in response to changes in the nature and diversity of its work with young people


The charity Clubs for Young People has changed its name to Ambition as part of a rebrand.

The charity, which supports more than 350,000 young people across the UK through community groups, youth groups and projects, said it wanted to create a stronger platform to promote its activities.

The rebrand process took just over a year and was a response to feedback from members and external partners that the charity’s previous image did not reflect the diverse nature of its work and membership.

Staff, trustees, members, young people, partners and other stakeholders were consulted on the rebrand. The charity has developed a new website and promotional materials as part of the exercise.

Helen Marshall, chief executive of Ambition, said: "We have changed as an organisation and a new brand will strengthen this. It is an opportunity for people to really know who we are and what we do because of a strong visual identity.

"We want to make ourselves more relevant and up to date so that we are in the strongest position possible to respond to new opportunities and be in the best place to advocate on behalf of members."

She said the new name and strapline, "Believing In Young People", were chosen because they "articulate our aspirations as an organisation as well as our aspirations for the young people we support through our members".

The charity, which had an income of £1.62m in 2011, spent about £38,000 on the rebrand process, which it carried out in collaboration with the creative agency H18.

"We were fortunate to receive funding to cover the majority of the costs that was solely for this purpose and could not have been used to support young people’s activities," said Marshall.

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