Children’s charity Become has changed its branding after being inspired by homemade placards on protest marches.
The charity, which supports children in care and young care leavers, has also published a five-year strategy.
It has produced a new strapline: “In care, leaving care, we care.”
This comes a week after Become chief executive Katherine Sacks-Jones announced that she would step down in July to lead Gordon Brown’s Multibank charity.
Involving care-experienced young people
Become spent £50,000 on the rebrand – including new materials, banners and its website – and worked with organisations including design agency Venn Creative.
It also held focus groups and surveys with care-experienced young people, who the charity said shaped its priorities, tone of voice and visual identity.
The charity said the young people’s involvement ensured its strategy reflected their experiences, spoke their language, and addressed their actual needs.
Humerah Ramzan, a care-experienced young person who worked on the redesign and is a member of the charity’s Youth Editorial Board, said: “Become’s new strategy shows an even greater determination to fight with us to make our lives better.
“The rebrand, with its stronger colours and bolder font reflects that new more vigorous purpose, and as with everything Become does, it involved us throughout the process.
“The punchier strapline is perfect, it fits so well with how we feel, that care experienced young people are not alone and with Become we will change things together.”
Become’s new strategy comes after a period of growth for the charity, with its income more than tripling since 2020 to £1.92m in the year to March 2024.
Sacks-Jones said: “Our new strategy and brand identity will drive our campaigns forward, help connect with young people who need support, build a sense of community for care-experienced young people and speak directly with professionals and policymakers to fix a broken system.
“It’s our promise to be there at every important moment – in care, leaving care, and beyond – with optimism, compassion, and determination to make a difference.
“Our bold new design and tone of voice reflects our commitment to meaningful change. Together, we can become a lot louder. Together, we can fix the care system.”
Related articles
