United St Saviour’s Charity are one of London’s longest standing housing charities, having been in existence since 1541. Based in Southwark and supporting the local area, they offer a range of housing support to local residents, as well as investing in the local communities through their grant making programme. While historically the charity had strong connections with the local church, their previous branding emphasised this too heavily and gave the impression that they were a church-based organisation. As a separate entity, they wanted to communicate the fact that they were a modern, forward-thinking and inclusive organisation working to improve the whole of the Southwark community. We were tasked with completely overhauling and modernising their branding, as well as producing a new website and a range of supporting printed materials.
We set about creating a new brand that would be fresh, modern and reflective of United St. Saviour’s Charity’s forward-thinking and inclusive approach. We went through our full branding process and started by holding on-site discovery workshops with United St. Saviour’s Charity’s internal team and stakeholders, in order to find out their values and how they wanted to be perceived. Our key insight was to emphasise the word ‘united’, as it encapsulated their ethos of uniting the borough. We then produced a range of logo concepts in various styles, ranging from traditional to modern. We also produced accompanying in situ mock-ups of items such as stationery and publications so that the client could get the sense of how the branding could work in the real world. Once the new branding was approved, we produced detailed brand guidelines before moving on to produce accompanying collateral such as popup banners, publications, letterheads and business cards. We then completed the project by creating a completely new, responsive custom WordPress website in order to give them a strong online presence and to support the new branding.
United St. Saviour’s Charity’s new branding is a night-and-day improvement compared to their previous one, and they now have a new visual identity that reflects their stature as an influential and important organisation in the Southwark community. The new branding is distinctive and memorable, and encapsulates their inclusivity and geographical focus through the use of the ‘ribbon Thames’ device. Our in-house team were able to produce the full suite of branding, website and printed materials, which meant we were able to maintain consistency and provide maximum return on investment, and as their new custom WordPress website is fully responsive and built to the latest standards, it should keep providing returns for many years to come.