Brand development: Barnardo’s charity success story

After conducting extensive research from a charity’s marketing team, launching a brand refresh shows the public and its supporters how a charity shares its services with the public and addresses feedback in a positive way. It is a wonderful result for the charity, its supporters, and those that need the charity’s services.

Let’s take a closer look at the children’s charity, Barnardo’s. Their brand development is a great example of how a charity established in 1866 can reposition itself, evolve and transform with the times through design.

Barnardo’s brand development is a breath of fresh air

The children’s charity, underwent a brand refresh in 2016 and, most recently, launched their latest 2020 campaign. Their marketing team created a shift in messaging, content, and design. The design was an important element to this launch because the visual aesthetics needed to reflect the charity’s goals.

The campaign’s aim was to show the transformational result of vulnerable children who were being abused, into their now future selves, which are strong, young, healthy kids. That means the creative thought process needed to highlight how the past does not define a child. Through Barnardo’s counselling and support, the child understands the power he/she has over his/her own future. The design needed to match this entire slogan while reaching platforms younger generations used.

So the slogans, ‘Believe in Me,’ and ‘I’m not my 17 foster homes,’ needed to look good on social media, apps, digital billboards and more. Whilst furthering the charity’s vision “of a world where no child is turned away from the help that they need” (Thomas Barnardo). The marketing team came up with the strategy and content, however the design aspects can be developed and created by a brand design specialist

Increase brand awareness through brand development

Due to all of these factors being present and introduced in a cohesive effort, brand awareness increased and continues too. Since the initial launch the charity has seen:

  • ‘80% increase in donations’
  • ‘60% increase in Instagram engagement’
  • ‘37% increase in visits to Barnardo’s website’

People recognise these campaign slogans and Barnardo’s now owns this charity space in people’s minds.

To see if your charity needs a refresh, take an objective look at the organisation. Does the logo design, colours, letter spacing, images, messaging etc… match what your charity does today? Can people recognise it? That’s a good place to start when thinking about developing your brand.



Becks Neale is a Dorset Designer & Brand Consultant, working alongside charities, community initiatives and purpose-led organisations to achieve a brand they love and live, by distilling their brand story.

Design to tell your story.
becksneale.co.uk

© inkshed design studio

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