Rebranding
for growth

The brief

Having provided specialist employment programmes and supported people with barriers to employment for 75 years, Finchale wanted to expand its service to new stakeholder groups and transform its communications with the public.

That meant it needed a brand that clearly articulated its values and resonated with disparate audiences – from service users to the private and public sector organisations procuring those services.

It needed to uplift and inspire people.

A consultative approach

Through a series of workshops with staff, existing stakeholders and partners, we built an understanding of the charity’s commercial operation, its points of difference and the positive impact it had on its service users.

From this we created a versatile strapline that lay at the heart of the brand campaign:

‘It’s all positive’

From this strapline, we developed a memorable logo that combined the universal symbol for positive (+) with a playful colour palette and bold, stand out typography.

Personality power

To bring the brand to life we needed it to be fronted by real people who had benefited from Finchale’s work. People who could offer substance and authenticity.

We commissioned and directed a photography shoot not of models but real Finchale service users from different walks of life, with real stories to tell and personality to offer our audiences.

These people were at the forefront of Finchale’s new visual identity – evidencing its life-changing impact.

Integrated campaigning

We created new content for Finchale’s marketing materials. From creative copy, brochures and case studies, to signage, social media skins and press releases, all of the charity’s written work was brought to life in line with the new branding, and it’s inspirational messaging.

To effectively reveal the revitalised Finchale to the market, we briefed key trade and regional journalists – articulating the charity’s mission, purpose and renewed sense of ambition. In the months that followed the brand launch, we ensured a consistent flow of stories kept Finchale at the forefront of journalists’ minds; resulting in a raft of coverage that contained our strapline and all of our key messages.