Carnegie UK Trust rebrand launch

On the anniversary of the death of Carnegie UK Trust’s founder, philanthropist Andrew Carnegie, the foundation has launched a rebrand and new strategy.

I am thrilled to share this news as Helen Holden of HHolden Design and I have been working with Carnegie UK for the last five months. Helen and I work together to bring our respective expertise in visual and verbal branding solutions based on organisational values and audience insights. This has been a great project to work on – not withstanding a few challenges.

Rebranding in a pandemic

It was initially quite daunting to take on rebranding an iconic foundation online. So many of the creative ideas and inspiration during a rebrand happen when you are in a room with other people. Helen and I had to trust that our rebranding methodology would stand up to being delivered entirely through Zoom. We had never tested it in this way before.

Rebranding a wellbeing organisation in the middle of a global pandemic when so much attention was on personal wellbeing, was also ‘interesting’. For Carnegie UK, wellbeing reaches beyond individual wellbeing, although that is important, into understanding wellbeing as a powerful force for changing everyone’s lives for the better. We needed a way to communicate the Carnegie UK concept of wellbeing relating to improving communities and changing societies at a time when daily news bulletins were talking about mental and physical health.

The other challenge we discovered was that while improving wellbeing has been Carnegie UK’s mission for over 100 years, our audience insights research found that not many people knew this. People knew about aspects of Carnegie UK’s work, such as research reports or individual projects, but in isolation from the body of work as a whole. We also found very little understanding that improving wellbeing was the thread that linked everything together.

So, we agreed on a brand strategy to foreground Carnegie UK’s mission.

Collective wellbeing

The concept of ‘collective wellbeing’ was developed through further research and testing to describe Carnegie UK’s more holistic perspective. Collective wellbeing is achieved when social, economic, environmental and democratic wellbeing outcomes are considered together, and given equal importance.

It is an exciting proposition. One which moves us on from the main measures of success being wealth and GDP outputs, to approaches designed to support the positive wellbeing of individuals, communities and society.

Creating a mission-driven logo

Visually, Helen prioritised the foundation’s mission by reversing the traditional order of  ‘name before strapline’ in the logo. The mission is placed first and leads the visuals. The organisation name is placed in a supporting role to achieve the mission. The graphic motif in the logo represents the four dimensions of wellbeing in the Carnegie UK’s model of collective wellbeing. While the rounded shapes of the logo and graphics were inspired by the ‘collaborative’ and ‘kind’ values in the new strategy.

It is great to have this rebrand ‘out’ in the public domain. It is here in no small part to the highly collaborative approach Carnegie’s CEO, Sarah Davidson, and Head of Advocacy, Douglas White, took. With pop up appearances from pets, children and partners, the weekly meetings between the four of us were critical in bringing the brand to life.

I am proud to have been part of the team to set Carnegie UK on this next stage of its journey and excited to see how the team develop it.

See examples from the full brand suite and get in touch if you’d like to know more.

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