Changing Faces
Stakeholder management
Brand strategy
Logo Visual identity system
Creative direction
Brand management
Direct marketing
Internal communications
Website
Content development
Challenge
Changing Faces is the national charity that helps people with facial and body disfigurements. It was founded in 1992 by Dr. James Partridge OBE after a terrible car accident left him with life changing facial and hand injuries.
After 25 years at the helm James was looking to step aside, meaning the challenge was delicate but necessary: to aid the transition from a founder-led organisation to a brand-led one.
We consulted with staff, clients, volunteers, trustees and other key stakeholders to develop a powerful brand and identity across all channels that speaks to the lasting change the charity seeks.
Solution
‘Life fully lived’ is a powerful idea to capture a social tension debunk and long-held myth: namely that people with disfigurements are not able to lead happy, fulfilling lives.
This new focus picked up on the charity’s long-standing campaign for Face Equality, calling on society to treat people equally and fairly irrespective of their appearance.
Through some fantastic portrait photography by Yakub Merchant, we were able to show the strength and positivity of the people the charity has helped over the years with our ‘Unconditionally’ campaign that launched across the London Underground.
We also developed a new identity of a butterfly to symbolise endurance, change, hope, and life. Sentiments held the world over. The bright geometric and asymmetrical design is deliberately at odds with a butterfly’s natural patterns and forms part of a simple but bold brand system, that intuitively create a range of vibrant, life affirming expressions helping reinforce the charity’s warmth, accessibility, positivity and strength.
Using a paper-cut style of illustration and display typeface, something that the regional offices could easily adopt to create their own displays, we were able to increase buy-in and ownership whilst helping to keep costs down.
The identity became a beacon for fundraising and campaigning, taking centre stage on social media and dramatically raising brand awareness and increasing their social share of voice.
