ACTIVATING THE BRAND OF A LEADING CHARITY
CHALLENGE
Guide Dogs are one of the UK’s best known charities. They recognised the need to communicate with a modernised and consistently applied identity that put their new brand strategy and logo into action. The brand had to appeal to broad audiences, including existing supporters, the staff team and the wider public.
OUTCOME
Auditing their existing materials and refreshing their identity helped to reshape the way Guide Dogs communicated. This covered a range of touchpoints, from brochures and sponsorship materials to varied fundraising campaigns. Introducing a more vibrant colour palette, illustrations and photography transformed their brand. Following the brand launch, Guide Dogs shot up the YouGov’s Charity Index rankings for Brand Health, climbing from #32 to #4.
CAMPAIGNS
The brand flexes across various fundraising campaigns, including 'Walk Your Socks Off!' and 'Lucky Lottery'.
Worked on as part of a team at Pollitt & Partners.
