Refocusing a charitable trust’s brand
The Portal Trust enables young people in London, particularly those from disadvantaged or low income backgrounds, to experience life-enhancing educational opportunities.
The Trust, formerly Sir John Cass’s Foundation, commissioned Red Stone to undertake a rename and rebrand to enable them to communicate more effectively with their audiences and re-connect with their core purpose.
Engagement
- Engaged and managed input from stakeholders throughout project
Discovery
- Desk research and market analysis
- Consultation scoping and interviews
- Brand workshop
- Online focus groups
- Quantitative online survey
Creative
- Naming
- Visual identity system
- Logo development
- Tone of voice and personality
- Messaging matrix
- Imagery and infographics
- Motion
Delivery
- Brand guidelines
Finding an authentic brand position
In response to a greater awareness over the historical associations of its founder, the Foundation had a strong desire to create a new focus for its work and activities. We began with a wide-ranging stakeholder consultation, to understand the thoughts and feelings surrounding this change and help us start to position the brand in a more outward-looking direction.
Connecting with the Trust’s purpose
We ran an in depth discovery phase to explore their current positioning, understand what the future might look like and map the risks and opportunities associated with a rebrand.
It became clear that a new name and brand was the best course of action to move beyond the organisation’s history and better connect with its charitable purpose, beneficiaries and partners.
The new brand
We completed a name generation phase to find a name that resonated with the audience and stakeholders. The new name ‘Portal Trust‘ evolved from the Trust’s vision to ‘support all’.
A compelling brand story clarifies their vision, values and personality which informs the new visual and verbal expression.
A bold and brave renewal
A phrase from the interview process stood out: “Be bold... as brave as possible”.
It was vital that the visual expression of the brand responded to our new focus, as a bridge between today and tomorrow, enabling opportunities and connecting young people in London with their full potential.
“We’re excited to announce our brand has evolved with a fresh new feel and strapline, that we believe reflects our vision, core proposition and most importantly our valued community.”
