the story
• charity providing support services to people with learning disabilities and
mental health problems in London and the Southeast
• following a period of rapid growth, was looking to clarify brand identity,
internal culture and vision
strategy
• detailed interviews with management, employees and service users helped us build
a picture of the organisation’s key strength - its people-centred approach
• we suggested the rebranding should begin by replacing the old website, which was
text heavy and out of date, with a new easy-to-navigate site that packed a
visual punch
a focus on storytelling through photographs and text guided the design process
solution
Careful analysis of the charity’s communications needs underpinned a sensitive site architecture that was easy
to navigate for all target audiences, including potential service users. Each
service page is illustrated with photo portraits of clients and their carers,
delivering an immediate visual message not only about what the service is but
also, crucially, about the spirit in which it is delivered and received. This
visually frank solution conveys the qualities of honesty, straightforwardness
and transparency that define Three C’s approach.
impact
• site traffic has risen exponentially
• employees have embraced the new site, frequently updating information and adding
new elements
• future plans involve developing interactive forums, news and other readily
updatable features
the story
• fast-growing charity providing support services to people with learning
disabilities and mental health problems
• had not yet developed a systematic communications and reporting strategy
• needed an annual report document to speak to a wide audience including staff,
stakeholders and service users
strategy
• as part of a broader project to refresh Three C’s branding we talked to management, staff and users to get a grasp on core
values: ‘It’s all about our people,’ emerged as an umbrella theme
• we suggested using portrait photography and capsule interviews to profile real
people’s stories, intuitively reinforcing Three C’s’ commitment to each service user’s unique circumstances
solution
A colourful A4 square brochure-style report celebrates the relationship between
carers and service users as the vibrant emotional core of the whole
organisation. Full-page photos capture moments of real human connection between
clients and their primary care workers while stand-out quotes deliver snippets
of their stories in service users’ own words. Information is delivered in recognisable layers of bold, medium and
small type, with financial data condensed into highly legible diagrams and
graphs that anyone could understand.
impact
• the brochure received fantastic feedback from users and staff alike
• one carer said it made him feel so proud he took it home to show his family
• helped reinforce broader internal culture and rebranding agenda
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