Credit Action, the financial capability charity, has undergone a full rebrand and renamed itself ‘The Money Charity’. It tells civilsociety.co.uk why it hopes the new name will help it to shake off its image as a debt advice charity.  

What triggered the rebrand?

Over the last two years, the charity has been through an exciting period of change.  In January 2012 we kicked off our strategic review of the organisation.  An intense six months followed where, as a team, we have reviewed everything from our name downwards, to ensure that we have a clear vision, aim, and a strategy to achieve this.  We have refocused ourselves as a financial capability charity which provides services for all and exists to help people stay on top of their money. We aim to empower people across the UK to build the skills, knowledge, attitudes and behaviours, to make the most of their money throughout their lives.

What is the primary purpose of the rebrand?

To better reflect our new focus on as a financial capability charity. We hope this name better reflects that we:

• help people with managing money more generally, not just debt or credit. 
• are a charity and not a commercial organisation
• are not a debt charity (which we are currently often perceived to be), and
• are open and engaging

How much did it cost?

We can't provide final figures. 

How have you communicated with staff on it?

We are a small organisation so all staff have been involved in the strategic review and the rebrand throughout the process.

How have you communicated with supporters on it?

Our supporters and stakeholders are obviously a crucial part of the organisation, so we were keen to keep them update throughout the whole process - mainly through email and newsletters.

How will you develop the new brand going forward?

We hope the new brand will continue to develop as we develop new products and services that help people manage money well.

How long did the process take?

We appointed the agency in May 2013.

Who managed the rebrand? Agency/in-house and if the latter, which team?

A branding and digital design agency called Underscore

How does the new brand differ from the old?

The new brand is completely different to the old.  We hope that as well as better identifying us, it is also more engaging and approachable – we want to start people talking about money and break the taboos that exist around money.

Old brand	New brand