The Hardman Trust rebrand

  • Brand
  • Digital
  • Not-for-profit

The Hardman Trust is the only charity in England, Wales, and Scotland dedicated to meeting the unique needs of people serving long-term prison sentences.

Following a striking increase in numbers of people in prison, The Hardman Trust needed to raise awareness of who they are and what they do, in a way which resonated with the target audience.

We had some clear ‘must-haves’ for this brand; be easy to understand for those with lower levels of literacy and have a clear purpose with no stereotypical connotations of prison.

The final idea behind the brand focuses on progression.

For people in prison, the simple arrow-shaped icon is relatable, representing movement along a path working towards a chosen end point and taking steps in a positive direction. The position of the arrow-shaped icons says ‘we are with you, alongside you and here to help’.

For funders and other audiences, it represents a forward-thinking organisation at the forefront in improving services and outcomes for people in prison.

The brand is due for a soft launch in mid-April, with a reskin of the existing website and newly updated strategy document. The full launch will be across all the brand touchpoints including a brand-new website due for launch towards the end of the summer.

Kerryn Wotton, CEO of The Hardman Trust had these lovely words to share about our process and what it’s like working with us:

“I think we have a really fantastic brand here – I love it and can’t wait to get it out into the world! It is really captures who we are – thank you! It’s been such a positive process from start to finish. You’ve really understood who we are and what we are trying to achieve, and you’ve picked up so much about us and our sector in such a small amount of time. I’ve been recommending you to all my charity friends!”