St Mungo's
Brand transformation
Homelessness is an increasing problem for many people. Across the south of England, on any given night, St Mungo's will provide over 2,700 people with housing and support. To raise awareness of St Mungo’s and support for their invaluable work, Red Stone was brought onboard to assess the effectiveness of the existing brand, and work with the in-house design team to deliver a renewed brand efficiently and effectively.
Listening and understanding
After the pandemic, things had changed fundamentally. We spent a long time listening to and talking with the highly motivated team at St Mungo’s and their clients, to really understand the organisation and unearth what the charity needed to achieve greater recognition and recall.
This deep dive discovery phase drove the new strategic positioning for the brand. Built around a single proposition, it gives St Mungo's the tools to better articulate their work to external audiences as well as uniting internal audiences.
Generating trust and excitement
Following user testing, we created a visual and verbal identity that would articulate the trust and excitement around St Mungo’s work among external audiences.
We knew that orange had significant brand equity, but it needed to be supported. A hard working, easy to implement visual system – including a new approach to colour and imagery – helped build out a flexible identity that reflected the brand personality.
Expanding tonal range
A suite of illustrations help the brand tell stories that are difficult to show through photography, whilst a bold, functional approach to iconography improves signposting across all touch points.
We refreshed the charity’s tone of voice and rationalised messaging for a sharper approach to writing. This gave them a greater tonal range to speak to a variety of audiences in different ways, while retaining an essential St Mungo's voice.
Meeting the challenges of tomorrow
The developed brand is currently being deployed across the organisation and early signs indicate that it will help St Mungo’s meet the challenges of tomorrow.
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