Logo & Branding Design for Charity Fundraising Organisation
Brand strategy, logo design, visual identity design
Legacy Futures is a charity fundraising organisation who specialises in the administration, marketing coordination, and market analysis of legacy charity donations.
Good Will Studios was approached to help them bring their various services, sub-brands, and other disparate brand assets together to create a strong and consistent look & feel that is fit for the future.
Their story.
The Legacy Group has existed for a number of years, provide expert services in raising and managing legacy fundraising for a number of charities throughout the UK. Having expanded their business and merged with another organisation, founder Ashley realised a strategic rebrand was needed to reposition the company as a leader in their industry and serve them for many years to come as they grow and bring other companies and services under a unified banner.
The objective.
The goal of this brand design project was to create modern and dynamic visual identity that brought together and endorsed a set of existing sub-brands into one consistent parent-brand. The challenge was to create something that could scale and adapt as the organisation grew and evolved over time, without needing a brand overhaul every time they acquired another sub-brand or developed a new arm of the charity fundraising business.
The challenge was to rebrand of 3 previous sub-brands, which had previously had 3 unique logos and different identities. We established that bringing all 3 together under one roof - one that would be big enough to encompass any future additions to the brand - would give us a long-lasting and hard working visual brand identity.
We began with a strategic brand session where we reviewed and mapped various competitors and players in the legacy giving industry, giving us a good understanding how we wanted Legacy Futures to be perceived in this marketplace - before progressing onto the creative design phase and designing elements to fit the brief.
The outcomes.
The final creative outcome was a comprehensive brand guideline pack that showcased the new identity and logo design; providing guidance and assets to ensure brand consistency across digital and print platforms.
“The concept behind the logotype was to visualise the theme of connecting with the past, whilst moving into the future. We selected a modern typeface with heritage elements that we could expand upon to create a strong and memorable visual identity.”
Building upon the brand story, which was developed in collaboration with a third party copywriter, we worked to express this story, the core mission and values of Legacy Futures in a way that captured the vision in an effective way.
Creating a flexible identity and brand pack that will stand the test of time
It all stemmed from this idea of bringing the past and the future together, as the name Legacy Futures suggests. So a strong and memorable typeface was selected to create the logotype, and using a bold brand colour palette and unique set of image containers to present the human-focussed photography, we were able to tell this brand story in a way that resonates with our audience.
“We gave Will a tough brief, but he took on the challenge and came up with a design we love. It was clear he went above and beyond on this project. We have no hesitation in recommending him to others.”
Expressing the brand.
Alongside the logo design and other visual identity elements, a series of Signature Brand Shapes were created - inspired by elements from the logotype itself, to give us a flexible way of expressing the brand through imagery. These Signature Shapes not only create a container to hold the brand imagery, but set the style and tone of voice that will be used across all branded elements.
