Children First

Client: Children First
Sector: Charity, third sector
Services: Brand, strategy, identity, campaign

There are over 10,000 registered children’s charities in Scotland. The largest, national, charity was getting lost in the noise. We helped them reconnect with their true purpose and character, and relaunch with a bold new brand.

Read

Discover

Children First began in 1884, with the words “If not us, then who?” We found that bold spirit still alive in the charity and its people – but missing from its brand, and the way it talked about itself.

Develop

We took Children First back to its roots as a can-do campaigner, and developed a flexible identity. Two tones of brand voice (activism and optimism) to adapt between campaigning for children and directly supporting them.

Deliver

The charity had a mission, a vision, ways of working, values, commitments, value statements … We stripped it all away and gave them a single simple purpose. ‘Protecting Scotland’s children’.

As part of the rebrand, we changed the charity’s name - from ‘Children 1st’ to ‘Children First’.

Spelling it out helps reposition Children First as bigger, more professional, and more grown-up. Language matters. Nuance matters. It’s more about putting children first than it is about competition and being 1st.

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