Rebrand Creation & Launch
Charlie Waller Trust
The story…
This charity has a deeply personal story at its heart, growing over 20 years into one of the UK’s leading mental health charities. To honour Charlie’s legacy and extend its impact, the charity embarked on a digital transformation to evolve its brand. Centred around Charlie’s memory, the process involved heartfelt conversations with his family and stakeholders, even overcoming lockdown challenges to create a vibrant, relatable identity.
Featuring two speech bubbles to symbolise open dialogue, a fresh colour palette, and inviting typography, the new brand bridges past and future. It empowers young people, families, and communities to talk openly about mental health, keeping Charlie’s story alive and inspiring hope.
What was delivered…
— Brand audit
— Stakeholder interviews
— Brand identity & launch
— Sub-brand identity
— Print & online collateral
— Event branding
— Iconography
— Film production
— Website design
— Social media
— Merchandise
What was achieved…
“Robin’s sensitivity both to the organisation and our cause has been wonderful; his insight into our core values, ethos and vision impressive. Robin's ability to help us see the big picture whilst zooming in on the small details which give a brand its unique personality has been invaluable.”
TRACEY GURR
Charlie Waller Trust
Communications Director
Not blowing my own trumpet but…
“There is real vibrancy about what we are doing today and the way we are responding to the major changes taking place in the world in which we work. That vibrancy is reflected in our new branding.”
CLARE STAFFORD
Charlie Waller Trust
Chief Executive
Not blowing my own trumpet but…
“We have created a more contemporary brand that reflects the values and qualities that people ascribe to Charlie Waller today: inspiring, caring, personal, reliable, relevant, direct and optimistic. Robin delivered it all with sensitivity, patience, authority, good humour and aplomb.”
JOHN OLSEN