Share

St Dunstan's rebrands to Blind Veterans UK

St Dunstan's rebrands to Blind Veterans UK
News

St Dunstan's rebrands to Blind Veterans UK1

Fundraising | Niki May Young | 23 Feb 2012

After nearly 100 years, St Dunstan's has launched a new brand and name change to Blind Veterans UK, with the help of civil society branding strategists Spencer du Bois.

"Our new name was chosen because it describes exactly what we do and who we help, ensuring our work is better recognised and understood," said the charity's director of fundraising, Andrew Jones. 

Spencer du Bois was involved in modernising the brand, creating a visual brand strategy, logo, initial development of the website and writing the marketing campaign around the launch. Creative director John Spencer said the agency was brought into the task after a shortlist of four potential names, including retaining St Dunstan's, had been drawn up and helped make the final choice. 

“Blind Veterans UK is a long-established charity with gravitas. Our research showed that the charity’s heritage is hugely important to its supporters, beneficiaries and the public. Blind Veterans UK needed a modern logo, visual brand and awareness campaign that captured the spirit of the Armed Forces and reflected their values; courageous, committed, collaborative and resourceful," he said.

The charity's challenges

The charity for veterans who have lost their sight was launched in 1915 to support soldiers of the First World War. It has continued its work supporting those who have lost their sight in battle, and in 2001 extended its service to support veterans who had lost their sight at any time. One of the challenges the charity had faced ahead of the rebrand was communicating this change to make potential beneficiaries aware of their service, said Spencer.

Another challenge, he said, has been the relatively low profile of the charity compared to other military charities: "St Dunstan's as an organisation has been around for almost 100 years but actually has a very, very low profile so one of the things that really drove this project was to create a better profile and a better understanding of what they do.

"Military charities have got a relatively high profile, I think this has partly been inspired by Help for Heroes. So one of the main issues was helping them (Blind Veterans UK) to establish their place in the military charity sector," he said.

A locally-focused campaign

The rebrand campaign includes a series of four posters and two radio adverts featuring beneficiaries of the charity telling the tales of how they lost their sight. The campaign was developed with a desire to target the local areas surrounding their three rehabilitation centres the charity works from in Brighton, Llandudno and Sheffield, and so the radio adverts will be heard on local radio stations from 27 February.

"The campaign, the launch is actually very locally focused. They are very well known and highly respected in those areas. So although they are a national charity, they made the decision to focus the campaign locally, simply because that was going to give them the best result in terms of profile," said Spencer.

The rebrand was launched separately at each of the centres, with those present treated to dramatic presentations. A bomb disposal robot revealed the charity's name in Sheffield; the Royal Marines abseiled down the charity's Brighton centre; and an RAF helicopter delivered a new flag to the Llandudno centre. 

 

Royal Marines abseil down the Brighton rehabilitation centre to reveal the new Blind Veterans UK identity

*All images copyright of Blind Veterans UK

Voucher Code
23 Feb 2012

I happy that they are actively coming to the public eye.

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Grant Thornton assistant manager jailed for more than three years over £726,000 charity embezzlement

27 May 2015

A former assistant manager at Grant Thornton has been jailed for 40 months after embezzling more than...

RSPCA sees voluntary income gradually increase following decline

26 May 2015

RSPCA has seen its income begin to increase, following a dramatic drop of £12m in its previous year’s...

Charities invited to participate in 24th annual Charity Shops Survey

26 May 2015

Charities with retail operations are now invited to respond to the 24th annual Charity Shops Survey, the...

Housing Bill in Queen’s Speech creates ‘worrying precedent’ for charities, says NCVO

27 May 2015

Today’s Queen’s Speech includes a Housing Bill which will force some charities to dispose of assets...

Methodist charity gives no reason for double defaulting on accounts submissions

27 May 2015

A Cornish Methodist church and registered charity has failed to give any reason for defaulting on annual...

Sir Ian Botham threatens to sue RSPB for libel

26 May 2015

Sir Ian Botham has threatened the Royal Society for the Protection of Birds with a lawsuit, claiming the...

One-fifth of charities surveyed do not accept donations through their own websites

27 May 2015

Some 20 per cent of charities do not accept donations via their own websites, and 38 per cent are not...

Children's Society and NSPCC to improve their digital services

26 May 2015

The Children's Society and NSPCC both said last week they plan to revamp digital services for young people,...

RNLI releases first charity app for the Apple Watch

26 May 2015

The Royal National Lifeboat Institution has today launched what it believes to be the first UK charity...

Join the discussion

Twitter button

@CSFundraising