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.
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’.
