Diabetes UK

A campaigning brand

How on earth do you help a charity to create a campaigning brand?

Diabetes UK asked us to refresh its brand to help it make a bigger impact in all aspects of its work, from funding pioneering research into helping to find a cure for the disease, through to campaigning for diabetes to be kept high on the political agenda. Right from the outset, our core thought was to put people at the heart of the new brand.

This idea informed the development of a bold and visually impactful brand identity, and a supporting look and feel that prominently features people imagery. Our people focus is also reflected in a new brand strapline ‘Care. Connect. Campaign’. We applied the brand to a core set of communications tools and templates, supported with detailed brand guidelines. As visual impairment is a common symptom of diabetes, accessibility and legibility was at the centre of the brand development and all communication outputs.

As an indicator of its improving position within the charity sector since the launch of its new visual identity, Diabetes UK climbed 11 places in the key Charity Brand Index and increased its visibility in the media by 25%. In addition, the charity has secured valuable high-profile partnerships with the likes of Tesco, Boots and Bupa together with record increases in volunteer recruitment.