Category sponsored by Diversity Travel
What drove the change in brand?
Research in 2016 showed that the disability charity Scope enjoyed healthy awareness of its brand, but there was poor understanding of what it stood for. People had heard of the charity but didn’t know what it did or why it existed. In 2017, Scope set out an ambitious new organisational strategy, working towards equality and fairness for disabled people and their families in the UK. A renewed brand needed to deliver the new strategy while building clarity.
What did the change involve?
Working with agency The Team, the design process began with a workshop attended by disabled people with different visual impairments. Hearing about the barriers they faced was fundamental in informing the new inclusive visual identity. Scope’s new bespoke brand font has been designed to maximise legibility and readability, and although purple remains the brand's primary colour it is brighter and accompanied by yellow for contrast. Line drawings represent visible and non-visible disabilities, embodying the ambition to inspire a movement to end disability inequality and achieve everyday equality.
What difference has this made?
Scope's new brand was launched in summer 2018 through its Disability Gamechanger campaign. This aimed to mobilise a community of disabled and non-disabled people towards a shared vision of equality for disabled people. Over a five-week period, the campaign smashed its target of recruiting 3,000 Disability Gamechangers, signing up 7,261 supporters. The campaign achieved 20 million impressions on Facebook and Twitter, and 59,461 people visited Scope's website during this period. Scope’s brand knowledge score for August 2018 increased from 48 per cent to 52 per cent.
The Scouts with NotonSunday
Samaritans with Spencer du Bois