During our start-up meeting with Richmond Hill Elderly Action they said they would like to try and modernise their brand.
This is a very common request from small charities who are often stuck with visual identities that don’t match their personalities and don’t really know what to do about it.
When the people from RHEA were describing their current logo and leaflets they used words like ‘cold’ and ‘clinical’. They drew parallels with the kind of brand you might expect from a dental surgery.
And you can see what they are talking about. I mean, the blue swirl above ‘RHEA’ even looks like a blob of toothpaste!
Looking for inspiration
At our start up meeting we learned lots about RHEA as an organisation and it is the exact opposite of cold and clinical.
I looked at the words we had written on the boards for inspiration. The main things that kept jumping out at me were:
‘We are always here for people’
‘We are like a best friend’
‘We are compassionate’
‘We are the heart of the community’
At this point the imagery was pretty strong – love heart, helping hand, friends together.
I looked on the map of Richmond Hill, wondering where the community centre sat in the neighbourhood. I zoomed in on community centre itself, and there it was.
If you allow for a little abstraction you’ll see that the footprint of RHEA’s community centre is the shape of a heart!
A lovely find, and a complete stroke of luck.
Making it real
So we now have an idea and an outline for a new visual identity, which Darrell from RHEA and the team are very happy with.
We will soon be taking it to the RHEA Management Committee to ask for their permission to follow through with the rebrand.
If they say yes then we have Yevhenii Pavlovskyi standing by to take it from here. Yevhenii is an amazing graphic designer who volunteers with Yellow Team despite living 1,400 miles away in Ukraine!
I look forward to sharing more on this work as it progresses.