Brand refresh for SeeAbility

Public Life has created a new brand for SeeAbility, and clarified its position as an organisation that works with people with learning disabilities and autism, many of whom have sight loss.

Public Life has been working alongside SeeAbility to create a fresh new take on this much-loved charity brand.

SeeAbility supports people with learning disabilities and autism, many of whom have sight loss. But many people still regard its work as primarily focused on visual impairment, so it has been facing problems of purpose recognition.

And while SeeAbility does support some people with visual impairment, and runs a fantastic initiatives to improve eye care for children and adults with disabilities, the vast majority of its work is sector-leading specialist support for people with multiple disabilities and complex needs.

It’s a case of old habits dying hard. At more than 200 years old, SeeAbility is one of the oldest disability charities in the UK and was formerly known as Royal School for the Blind until it rebranded as SeeAbility about two decades ago.

Public Life’s approach has been to return to the spirit of that rebrand, working with staff and stakeholders to refocus the charity’s style and messaging and creating a clearer proposition and narrative. The new core brand statement –’We don’t underestimate people’ – emphasises the charity’s core commitment to empower people with disabilities and show the extraordinary things that can be achieved with the right support.

Public Life also redrew the logo to update the graphic style and remove a hand drawn sun, with its references to sight loss, and placed the focus squarely on ‘Ability’. We want that to be the word people think of first when they get to know SeeAbility.