Hurdle.
Rising to the challenge: developing a bold brand and website for the launch of a new charity service
When child safeguarding charity Dudley Lodge developed plans for a new family support service, the team turned to Leader for help in creating a new brand.
From a completely blank canvas we were asked to propose a name, strapline and key messages. We would then need to carry this forward into a logo, a visual identity and a new website ready for the official launch.
An initial discovery project was based on Leader’s proven Strategy + Insight model, with extensive primary and secondary research allowing us to assess and understand the new charity’s services, capabilities and objectives; its target client groups; its referral relationships and partnerships; and the wider charity and safeguarding sector.
From this analysis we developed proposals for the Hurdle name and brand. Accompanied by the strapline “overcoming the obstacles to change”, the name delivered the sense of forward momentum and potential for change that key stakeholders felt was vital. It also contained the letters ‘dl’ in reference to the Dudley Lodge charity, a link which was carefully highlighted in a strong and optimistic logo design.
A welcoming colour palette based on warm ‘pear’ green, and a suite of images created from a multimedia mix of photography and sketches.
Finally, all of this was rolled out across an information-rich website designed to present parents, referral partners, and supporters with the details that each of them would need to engage with the new service.
We can’t thank the Leader team enough for the care, creativity and expertise they demonstrated at every turn.
The new name, logo and brand provided a clear and strong identity for this important new charitable support service.
Hurdle launched in June 2020 and supported 10 families in its first 5 months, with excellent feedback from beneficiaries and referral partners alike. The service is now expanding and accepting external referrals for families, helping the charity to reach and support as many vulnerable families as possible.
Dudley Lodge Chief Executive Carly Davis said: “As a small charity with tight budgets it was important to us that nothing was left to chance with the launch of the new service. To make the impact we wanted, we knew that we had to get the name, the logo and the messaging exactly right before launching.
Dudley Lodge Chief Executive Carly Davis said:
Leader’s director-led consultancy was exactly the right approach. By guiding us step-by-step through the process it meant we could be sure that absolutely everything had been considered before moving on to the next stage. The result is a name, a brand and website in which we have total confidence.
Leader’s director-led consultancy was exactly the right approach. By guiding us step-by-step through the process it meant we could be sure that absolutely everything had been considered before moving on to the next stage. The result is a name, a brand and website in which we have total confidence.
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