Following the success of the We Care Too campaign co-created with young adult carers, Sail were further commissioned to lead on a strategic new brand for Newcastle Carers to bring their identity and positioning inline with their core vision, mission and values.
Newcastle Carers is an independent charity offering vital support to over 6,000 carers across Newcastle upon Tyne. With a diverse and ever growing audience, including expansion of services to reach out to more young carers, the organisation required a refined brand strategy, identity and brand architecture in order to future proof the charity and bring clarity to their brand.
What we did: Creative workshops, audience insight, positioning, brand strategy, tone of voice, messaging, brand identity, web design, promotional elements.
Revisiting the brand tone of voice was a vital part of the process to ensure the brand personality and values were reflected across all communications and touch points. This brought clarity and cohesion within their communications. It was imperative that the carers themselves were central to the creation of the brand identity, their voices, experiences and stories being the cornerstone of the organisation.
Sail collaborated closely with Newcastle Carers throughout the process in a coordinated effort to create an impactful and story-led brand framework. An externally compelling over arching message was needed to reflect the charities joined up and full integrated services. In order to achieve this Sail carried out full brand audit with regular facilitated workshops with the team, stakeholders and community giving us the insight and deeper understanding of the organisational inner structure. Through intensive user journeys and deep research into the external and internal perceptions of how, what and to whom Newcastle Carers were communicating, Sail provided a clear and accessible brand road map.
The logomark uses the negative space of the N in Newcastle Carers to represent a speech bubble. This interlocks with a hand drawn, softer speech bubble representing the carer communities they work with. The brand concept ‘we’re listening’ drives the visual brand, and portrays that carers will be heard and supported. A set of bespoke fonts created via zoom led workshops with carers acts as a conversational communication tool within the brand toolkit so that carers have a platform to be heard. A full set of bespoke speech bubbles bring flexibility and balance across the brand collateral. In addition to creating the visual identity which included bespoke service icons, a full toolkit and brand guidelines, Sail redesigned the website. The site needed to be both visually appealing and informative, marrying the colourful, warm and friendly identity with a simple and functional user experience.
The result of this process is a strong, warm and simple identity which centres on the open, safe and non-judgemental conversation between the organisation and their audience.