RELAUNCHING A CHARITY AND CREATING CORE COMMUNICATION MATERIALS

 L'Ouverture, a London charity supporting disadvantaged young people through arts and media projects, had been in existence for some 25 years. It's current identity reflected its work with primary school children but not the older age groups it now worked with. Although the name was known to some funders, it lacked resonance with some other audiences. Resources were limited and communication needed to be made effective and cost- efficient.

• A brand strategy and a communication pyramid that encapsulated the organisation's key messages - including 'tag lines' that would add meaning to the name - was developed.
• Working with the graphic designer, a flexible visual identity was created and implemented across a suite of core materials.
• A communication strategy was put together and templates and written materials created to support it.
• L'Ouverture employees were involved in co-development of key messages and strategy, and training and support provided to ensure consistent and effective implementation.

Whilst protecting the existing equity in the name, the corporate identity was updated and made more relevant and engaging. The brand and communication has helped L'Ouverture to raise its profile and be more professional in approach and appearance. It has supported an expansion in projects and an increase in funding. The identity has proved flexible enough to absorb subsequent changes in the organisation and its projects.