CPAG
A Bold Charity Brand Identity
We've worked with Child Poverty Action Group for more than 10 years to help them shine a light on the fate of kids in the UK forced to live in poverty. CPAG works tirelessly on behalf of the more than one in four children in the UK growing up in poverty by educating, lobbying and campaigning for real change.
The Setup
When CPAG first approached us for help with their brand identity, their logo and visual tone had remained largely unchanged for more than 50 years. With that in mind, the real challenge was to create something that would be a solid foundation for another 50 years, a new brand identity that could flex confidently across educational materials, a library of publications, social content, training spaces and a wide array of communications.
The Delivery
We created a solid new brand mark that is strong and confident, reflecting the moral credibility of CPAG's mission, with sub-brands and supporting marks to be used across the full catalogue of their activities. This was supported by a new, stronger colour palette that can be adapted across advertising, publications and periodicals annually while maintaining the core of the brand aesthetic at all times.
Redesigning the publication library was a particular challenge but as is often the case, this ended up as perhaps one of the highlights of the new brand identity. A combination of brand colours and illustration key visuals, recombined for each edition, means that the publications can be refreshed each year with minimal effort but still look unique and easily identifiable.
We created a full set of guidelines to cover all aspects of brand governance and application, as well as a huge catalogue of interchangeable, modular illustrations that can be endlessly mixed and matched to cover any subject.
The end result is a robust new brand identity that is fit for the future lets CPAG speak with authority and expertise.
Work
Campaign creative
brand consultancy
Brand Strategy
brand architecture
Brand guidelines
design systems
visual identity
spacial design
