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Kidscape: Helping children and families to escape the maze of bullying
Background Bullying and violence in schools, cyber bullying and online grooming are growing issues in society. Research by consultancy Meridian West, with more than 300 respondents, identified that over 40% of carers have serious concerns about these issues, while just 15% are confident about how to address them.
As one of a number of antibullying charities, Kidscape is well known, but lacked strong associations with their cause and any real sense of identity. Furthermore, their brand expression was unfocussed and had originally been designed to appeal only to younger audiences – thus alienating some of the most vulnerable teenage groups in need of help.
Strategy Our work helped Kidscape to identify what makes them different and special. They are ‘the go-to organisation who have the ability to directly support children and families going through a bullying situation’. They offerpractical tools like workshops, assertiveness training programs, learning resources and online support to provide young people, schools and carers with ways to deal with bullying. So, more than any other organisation, Kidscape are the anti-bullying charity that really helps.
Expression: a sophisticated brand filled with optimism This idea - that Kidscape provides practical help - informed every aspect of the brand expression; the aim being to make Kidscape feel more accessible, current and relevant for all of its different audiences.
The strap-line, 'Help with Bullying’ captures the practical nature of the Kidscape’s services while the brand visual identity was informed by a quote from one the children who went to Kidscape for help, who said that ‘..dealing with bullying was like trying to navigate a maze’. Using this idea we created a striking ‘K’ symbol for Kidscape which illustrates a way through the maze while forming the foundation of a design system that is bright, optimistic and hugely differentiated from the sometimes 'doom-laden' vernacular of other organisations dealing with similar issues.
Rolling out across all channels, training programmes and fund raising initiatives, our hope is that the refreshed brand will help to raise the profile of Kidscape and empower children to help each other, express togetherness, project confidence and stay safe.