The charity’s refreshed look and feel is supported by a new strapline - tackling financial insecurity together
An anti-poverty charity has revealed new branding which it says will better reflect its purpose.
Turn2Us says its new look will help it to “support to even more people affected by financial insecurity while also tackling the symptoms and causes of poverty.”
The charity’s refreshed look and feel is supported by a new strapline - tackling financial insecurity together - which reaffirms its commitment to working in partnership to address the systemic issues keeping 14.5 million people across the UK in poverty.
It has been developed in full co-production partnership with people who have lived experience of financial insecurity, with the work undertaken pro-bono by CFS Consultants and brand agency, OPX Studio.
With the financial devastation brought about by Covid, Turn2us says it is keen to ensure its brand is fit for purpose in a post-pandemic world.
Its primary focus is to make sure its identity aligns with its purpose and strategy, so it is best placed to reach as many people who need its services as possible.
The charity said co-production and collaboration were integral to shaping the direction of the brand. From the initial brand review and project inception, to participating in creative workshops and reviewing iterations of design and language, Turn2us service users have been front and centre of the project, ultimately creating a brand they feel can represent them.
Aneita Lewis, a Turn2us rebrand co-production partner with lived experience of financial insecurity, said: “It was thought-provoking being a part of the pathway of re-branding, I didn't realise how much actually goes into the process. As a co-production member, I was able to give my views and felt they were taken on board. What is produced is something empowering, bold, real-life and modern looking.”
Thomas Lawson, Turn2us chief executive, added: “In all its guises over an almost 125 year history, Turn2us has sought to help people struggling to keep their heads above water. In recent years we have revised our purpose and values to deepen our impact. To this end, our new identity - which is an evolution of our existing brand - needed to be much more centred on the people for whom we exist.
“The issue of financial insecurity in the UK, and the need for anti-poverty charities in the sector to bring about change - especially in the aftermath of a pandemic - is profound.
“Our new strapline gets to the root of the issue and clearly sets out what is at the heart of our purpose; a need to collaborate to address the symptoms and systemic causes of poverty.”