A full brand refresh for a charity that supports people with learning disabilities and autism, many of whom have sight loss.
Despite being one of the oldest charities in the UK, SeeAbility had been struggling to get its message across. Public Life provided a full brand refresh, giving this much loved charity renewed confidence and a fresh sense of purpose.
Changing with the times
The charity's purpose has evolved over the two centuries since SeeAbility was founded as the Royal School for the Blind. Today it provides support services for people with learning disabilities, while also raising awareness of the link between learning disability and sight loss – vital work, since one in ten adults with a learning disability has a serious sight problem.
Linking learning disability and sight loss
Problematically, the organisation's heritage in supporting blind people was eclipsing its current purpose. So the new brand positions SeeAbility as an organisation that 'supports people who have learning disabilities and autism, many of whom have sight loss'.
Consultation and positioning
Public Life began the process with a strategic review and an extensive consultation exercise, speaking to customers, staff and supporters. We then worked with the senior team to develop an up to date strategic brand position, along with core messaging. We recommended a fresh look at one of SeeAbility's key brand assets – its name – to renew the organisation's focus on disabled people's strengths and capabilities.
A fresh sense of confidence
We dubbed this new approach 'Big Ability', an idea that was carried through into the brand personality and logo design. The updated visual style is bold and confident. The vibrant typographic logo emphasises 'ability'. We took great care to ensure strong visual contrasts and highly visible type to support an inclusive approach to design. The imagery and overall attitude of the new brand style celebrates the people SeeAbility supports, all of whom overcome extraordinary challenges every day and challenge us all to rethink disability.
A bigger voice for campaigning and fundraising
SeeAbility's new brand is both attention-grabbing and celebratory, is being used across a wide range of communications and fundraising contexts. As part of the brand process, we helped create a new 'passionate promise' for the charity, which updates its focus on ability – 'We don't underestimate people.'
Mike and the team worked alongside people we support, families, donors, commissioners and colleagues to develop our new brand. Now we have a fantastic new look and feel and clear messaging that reflects our values and ambitions and lets us stand out in a crowded marketplace.
Lisa Hopkins, Chief Executive, SeeAbility
A badge of pride
The new look has been rapidly adopted by staff and stakeholders and people have a much clearer sense of how to celebrate the organisation they champion and love.