We’ve been working with the Charity Climb for a couple of years. Last year they felt that they needed a more inclusive name to help them communicate what they do and who they help. They commissioned research with a wide range of beneficiaries and health professionals to find out what they were doing well, what they would like the charity to do and if the name Climb was still relevant for the charity today.
Jo was there when the results of the research were presented and worked with their Chief Exec and their Fundraising & Marketing Manager to translate this feedback into a paper for the Trustee Board outlining naming route and suggested name and strapline options. Jo then facilitated the discussion at the next Trustee meeting where the new name and strapline was discussed and developed – it was a real team effort!
The new logo and branding was designed from the new name. While doing research into Inherited Metabolic Disorders we found that they are often caused by a single gene anomaly, which causes a reaction in the body. This led us to design an ‘anomaly’ into the logo by flipping the ‘B’ in the name, and then showing the reaction by also flipping the ‘i’ to turn it into an exclamation mark. It’s subtle but the idea is that it makes people look twice. The colour palette is not subtle and will grab people’s attention and stand out amongst other rare disease charities!
We also designed a suite of icons to represent all of the areas of their work and collated real-life photography from their supporters and beneficiaries which forms a big part of the new brand.
“JG Creative have been valued partners in the [re-brand] process from the outset, and really took the time to get to know our work, our community and our hopes for the future as an umbrella patient organisation for Inherited Metabolic Disorders. Using all of the results and key findings from the independent consultation JG Creative proposed a selection of carefully crafted design options for our new name, strapline and logo, followed by a brand identity which met all of our strategic objectives, bringing the charity up-to-date whilst providing a sensitive nod to our heritage. JG Creative are a pleasure to work with, and are very much a part of our team as we continue to work closely together on producing all our new materials.”
Joanne Taylor, Acting Chief Executive, Metabolic Support UK
The brand had a ‘soft launch’ with the new materials and office signage created, and was launched fully on 2 July at the Houses of Parliament. Since the launch we have created the first of their quarterly magazine ‘Metabolic Matters’ which you can see here.