New brand created for umbrella charity focused on sleep and young people
Sleep Scotland and TEENS+ are two fantastic organisations providing help to families with sleep issues.
But there was a problem. The umbrella charity that runs both was a bit lost. It had no defining identity, no simple message and no real sense of direction. If the charity was going to grow and attract new funding, this had to change.
Their new CEO, Gail Burden, came in with fresh energy: the team needed to be clear on what they stood for and they needed a clear, engaging name.
Having worked with Gail in the past on our award-winning rebrand project for Heriot-Watt Student Union, we were chuffed when she approached us to help her with this new challenge.
Naming
Naming a charity is no mean feat. The starting point was to listen and learn from the team and families about what makes Sleep Scotland and TEENS+ special. Finding something that would encapsulate that needed to be special too.
Stars have long been used for navigation and time-keeping at night, so as a symbol for creating direction in the dark, it was perfect.
Capella and Vega are the brightest northern stars, with Capella having an easy, rounded sound to it. It’s also close in sound to the musical term Acappella. This relates well, as the organisation works in harmony with the families and individual, centred around transforming sleep issues.
The brand identity
The subsequent brand identity is inspired by the Nothern Lights colour palette, with bright, energising contemporary shapes that resonate with young people.
These are brand assets that can be used across all platforms and even in merch, creating a cohesive feel.
We created a set of easy-to-follow brand guidelines that work across the organisation, so the team can create on-brand material that’s consistent and looks great – every time.
The sub brands
TEENS+ and Sleep Scotland logos got a glow-up too, so now there is a family of identities that all work together.
Sleep Action (formerly Sleep Scotland) is the UK’s oldest sleep charity, providing sleep support, training and resources.
We changed the typeface to the same one used within the Capella logo, thickened the letters so it feels more cosy and swapped out the stars for the same elements in the Capella logo, to create that connection.
The colour palette was given a lift to freshen it up and feel warmer.
TEENS+ is an education project for young adults with learning disabilities and complex and severe communication needs aged 17 to their 20s.
As with Sleep Scotland, here we used the chunky version of the Capella typeface, balanced out the lowercase with the all-caps accompanying text and freshened the colours to give this ident more vibrancy.
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