V. REDEFINING

Guideposts Trust is a UK-based charity helping people who are isolated, excluded and invisible to society to live connected, fulfilling and meaningful lives through community belonging. They came to me to redefine their brand narrative. Here's what I did:

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LISTEN

I carried out 15 interviews with stakeholders, from Trustees to the people Guideposts serve, to properly understand what the charity meant to them. The key themes soon became clear: it was all about patient step-by-step help and the power of belonging in terms of giving people confidence and fuller lives.​

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DEFINE

I repositioned their offering based on this, and created relevant key messages for each of their audiences, from carers to sponsors, giving them a united and consistent voice.

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DELIVER

I then worked with a brand creative director to bring the new positioning to life across the visual identity and website, forging a softer, more inclusive and caring look and feel that itself would communicate the brand's warmth, kindness and belonging.

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