Poverty charity rebrands to reach more people experiencing financial insecurity

Turn2Us collaborated with service users to align its brand identity and strategy

The national poverty charity Turn2Us has revealed a new brand and strapline chosen to better reflect its purpose.

The charity said its new look and refreshed strapline – “Tackling financial insecurity together” – would help it offer support to greater numbers of people affected by financial insecurity, while tackling the symptoms and causes of poverty.

Turn2Us said the rebranding process had been co-produced by people with lived experience of financial insecurity, a process it described as “integral” to shaping the direction of the brand.

Thomas Lawson, chief executive of Turn2Us, said it was vital that the refreshed brand focused on the charity’s users.

“In recent years we have revised our purpose and values to deepen our impact. To this end, our new identity – which is an evolution of our existing brand – needed to be much more centred on the people for whom we exist,” he said.

The charity’s service users collaborated on the rebranding process from the initial brand review to participating in creative workshops and reviewing the organisation’s design and language.

The charity said that ensuring its identity aligned with its purpose and strategy would ensure the brand was fit for purpose in a post-pandemic world.

“Our new strapline gets to the root of the issue and clearly sets out what is at the heart of our purpose; a need to collaborate to address the symptoms and systemic causes of poverty,” said Lawson.

“We are incredibly grateful to all our co-production partners, colleagues and the team at CFS Consultants and OPX, for helping us to align this strategic ambition with our brand identity so confidently.”

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