Brand ID & Guidelines
With a tight budget and some core brand elements we needed to keep, we developed a new, modern brand identity that tugs at the heart of potential donors, resonates with kids and families in need, and gives them the stand out their incredible charity deserves.
Momentum Children’s Charity came to us in their 15th anniversary year wanting to evolve and modernise their brand. Inconsistent comms meant their incredible work wasn’t being showcased effectively.
We needed to create a meaningful new brand identity, messaging and brand guidelines that could be used by anyone who volunteers - whether professionals or friends - to create comms that would help their charity stand out in a sea of worthy causes.
All they asked was that we keep their name, “Mo” ( their owl mascot), the colour green, and to align any new creative with their recent Hospital wards designs.
We immersed ourselves in the charity's broad services, existing creative, competitor charities and target audiences: seriously ill children, their families and the corporations, communities and individuals who donate and fundraise.
Our research helped us strike upon a human insight that encompassed all areas of the charity’s offering, and spoke to the heart of donors and beneficiaries alike: no family should have to cope alone when their child is diagnosed. This led us to our brand insight: when the worst happens it can feel like life stops, but Momentum Children’s Charity keeps families moving forward…
We developed a modern look, feel and voice to illustrate the charity’s role as a constant source of support during a family’s hardest journey. It was a delicate balance between resonating with adult donors, appealing to children, and not trivialising the heart-breaking circumstances in which families need Momentum Children’s Charity.
Inspired by their new continuous line illustrations for hospital wards and our proposition of ‘keeping families going’, the new ‘M’ logo represented how the charity is there at every turn. We teamed this with a new strapline ‘Helping families of seriously ill children to keep moving forward’ and a series of singular line graphics that looped playfully off the edge of pages. Together, it brought to life the ups and downs that the charity would be by families' sides throughout.
What we delivered
Our extensive guidelines included: a brand introduction, the charity’s role, tone of voice featuring a story for a modernised “Mo” mascot, friendly brand assets, a vibrant colour palette that heroed green, and comms examples and templates across print and digital executions. We also developed a sub-brand for their bereavement services: Echoes. This needed an updated logo, muted colour palette, sensitive tone of voice, and a unique photography guide.
Whether it was a leaflet, a social post or a fun run t-shirt our guidelines ensured no matter who was creating the communications - everything would look, feel and read consistently.
“Before Haygarth, we were in desperate need of an overhaul to help increase engagement, recognition and trust in our brand. Haygarth quickly got to grips with our brief and the challenges of being a small charity in a busy market; creating a vibrant, modern, distinctive and cohesive identity that perfectly reflects who we are and what we do. We loved working with the team and we’re beyond delighted with the results.”
Sarah Williams, Head of Fundraising and Marketing at Momentum Children’s Charity.