Because living well starts at home
WellChild is the UK charity making it possible for young people with complex medical needs to live well at home and beyond.
They make sure everything is in place for families and carers to feel supported and confident transitioning their chidren from hospital to home.
For the families they support, WellChild are a beacon of optimism, expertise and hope. But the perception of the brand didn’t reflect people’s experience of the charity. This disconnect was becoming a barrier to the charity being able to clearly tell their story and ultimately support more people.
Red Stone were commissioned to refresh WellChild’s positioning and identity, to better reflect the palpable positivity and expertise of a charity ready to grow.
Engagement
- Engaged and managed input from senior stakeholders throughout project
- Board engagement
- Brand steering groups sessions
Discovery
- Workshops, interviews and research analysis
- Sector analysis
- Insights and recommendations
Strategy
- Brand strategy framework
- Brand idea, proposition, purpose and personality
- Tonal scale
- Tone of voice
- Brand narrative
- Brand messaging
Creative
- Visual identity system
- Logo development
- Typography and graphic language
- Tonal flex
Delivery
- Brand guidelines
- Templates
- Consulting and support on planning for brand rollout
Make it home. Own the everyday. Live Well.
The strategy was built on two core truths. First we shifted the focus from the practical act of helping children leave hospital, to what that means emotionally for children and their families. WellChild don’t just help families leave hospital, they help ensure the house they go back to still feels like a home. That shift gives families the mental and physical space to embrace the wonderfully everyday moments – the simple (sometimes mundane) activities that it’s easy to take for granted. WellChild believe this is the foundation for not just living, but living well.
Second was the power of personality that the charity, their nurses and volunteers all share. The ‘WellChild feeling’ was repeatedly cited as one of the charity's strongest assets. But it had never been articulated from a brand perspective. We developed a new brand personality ‘Big-hearted experts’ to bottle that spirit and provide a robust foundation for a new tonal scale.
This personality became the springboard for a revitalised visual and verbal identity.
Bringing big hearted expertise to life
The new logo embodies the brand personality and sets the tone for the entire identity system. Warm, generous and inherently positive, the new marque gives WellChild a distinct and flexible visual shorthand that reflects the spirit of the organisation and experience of children and their families.
The marque is the jumping off point for a flexible graphic language that naturally shifts from big hearted to expert.
A bold new palette retains existing equity through a refreshed core purple and bolsters it with a harmonious set of secondary colours. Together with a new approach to typography and tone of voice, the identity is equally at home standing out at a challenge event as it is stepping back for sensitive subjects.
Reintroducing WellChild to the world
The refreshed brand isn't about inventing a point of difference or forcing a personality, it's about helping an incredible charity articulate and embody the unique spirit they already have and giving them the tools to share it with the world.
