St Mungo’s

St Mungo’s

Finding the true story behind the brand (Strategy)

The brief 

Successful charities today understand the importance of a strong brand identity, and its role in creating lasting bonds with key audiences. National charity St Mungo’s turned to us to help them refresh theirs.

Our approach

Operating in a busy market space and across a vast range of homelessness, housing, health and employment and skills services, we first wanted to find out what was unique, compelling and different about St Mungo’s. Interviews with stakeholders from across the organisation, including clients, gave us the answers we needed.

Working closely with the in-house team, we used the insights to refresh the charity’s brand story and strapline, plus design and tone of voice guidance. From the learning along the way, we also rationalised how to talk about their services and made recommendations for simplifying their website navigation and content.

The results

The new brand work launched in Autumn 2013.

St Mungo's logo

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