NCB approached Lantern to help redefine and articulate its mission both internally and externally. We delivered a strategic and creative toolkit, covering everything from a boilerplate summary statement, to a brand manifesto, a new set of values, a clearer process and of course a new identity – all designed to define the brand with clarity and conviction.
Following a series of stakeholder workshops, they developed a new strategy to better articulate the charity’s point of difference. Their first step was to reframe the sense of unity within the organisation. Previously, ‘United for a better childhood’ meant being united internally, which wasn’t a compelling story for fundraising. Our research revealed NCB did far more than this – uniting central and local government, charities, schools, the media, and society as a whole. This meant they weren’t just impacting on the lives of individual children, but the lives of an entire nation.
The logo captures the very essence of ‘United for a better childhood’. A star, a jumping figure, an upwards arrow – the symbol provides a refreshed energy and sense of optimism.
A bespoke, illustrated typeface builds on the concept of many elements uniting, whilst the illustration style provides the opportunity to communicate complex issues in a simple and intelligent way.
The new brand is flexible enough to appear playful and engaging, whilst also being able to communicate to government officials and policy makers. As well as flexing for different audiences, the brand system is designed to work for both print and digital applications.