InFocus, formerly known as WESC, is a charity dedicated to supporting children and young adults with special educational needs (SEN) and visual impairments. We were invited to help them with the critical task of rebranding the charity to better reflect its mission and expand its reach and impact. The challenge was multifaceted, involving a complete overhaul of the organisation’s identity, from renaming and trademarking to updating all physical and digital touchpoints. This rebranding needed to resonate with a wide range of stakeholders, including beneficiaries, donors, and partners, while effectively communicating the charity’s expanded vision beyond being just a college.
https://infocus-charity.org.uk/
We conducted a comprehensive naming exercise, transitioning from ‘WESC’ to ‘InFocus’. This new name was selected for its clarity and alignment with the charity’s focus on vision impairment and complex needs. The process included extensive stakeholder consultation and the successful registration of trademarks, ensuring a unique and protected brand identity.
We redesigned all business and digital assets, including stationery, marketing materials, and the charity’s website. These assets were crafted to be accessible, reflecting the charity’s commitment to inclusivity and ensuring that everyone, regardless of their visual abilities, could engage with the brand.
To support InFocus’s vital fundraising efforts, we created a suite of engaging fundraising materials. Additionally, we redesigned the charity’s retail spaces to enhance the shopping experience and better communicate the charity’s mission to customers, ultimately driving more support for its programs.
D2 Creative’s comprehensive rebranding initiative for InFocus has not only refreshed the charity’s image but also reinvigorated its mission to empower young people with SEN and visual impairments. This case study exemplifies the transformative power of strategic branding in amplifying the impact of non-profit organizations, ensuring they can continue to make a significant difference in the lives of their beneficiaries.
