November 2014

New Look For Rainbow Trust Children's Charity

Small Back Room is delighted to have had the opportunity to work with Rainbow Trust Children’s Charity, which supports families caring for a child with a serious illness.

The team was tasked with refreshing the charity’s brand identity to better reflect the different areas of support it offers families in need.

The new look, called ‘Facets of Light’, is the first brand change since the charity was established in 1986 by Bernadette Cleary OBE. This was a bold and brave change for them.

Operating in an increasingly crowded charity sector, Rainbow Trust felt its identity had become dated and no longer accurately represented the family-wide support it provides. Small Back Room was briefed to create a stand out brand, which would reflect the charity’s positioning whilst also working well in the digital environment.

Working closely with Rainbow Trust to establish a deep understanding of the charity’s goals and objectives, the SBR team held workshop sessions with key stakeholders, supporters, staff and volunteers. Time was also spent gaining feedback from some of the families supported by Rainbow Trust.

The concept ‘Facets of Light’ is based around the different light shards that make up a rainbow and reflects the various different ways the charity supports families coming together to create a complete service. De-constructing the rainbow as part of the brand identity allowed a more flexible graphic devise that could be used across all media and also built on the existing visual heritage already established by the brand.

Heather Wood, Rainbow Trust’s Chief Executive, said: “We’re pleased to have a brand that will take Rainbow Trust forward in a digital age. This new identity will help us reach more families and supporters, achieving our aim that one day every family who need our support has access to Rainbow Trust’s support.”

Rainbow Trust’s Head of Marketing, Oonagh Goodman, who led the brand re-launch said: “We’re really excited about our new look. Feedback from our supporters and families we care for told us that our brand needed updating. We needed a profile that better represented what we do and the field of work we are in – practical and emotional support for the whole family of a child with a serious illness. While the services we provide families will not change in any way, we believe the new brand more closely reflects the tailored support we provide families.”

Martin Skeet, Client Services Director at Small Back Room, commented: “Developing an established brand which has not been refreshed for 28 years and for such a worthy cause was a great project for us here at Small Back Room. As a fully integrated agency we were able to develop a brand strategy and visual identity that would be robust and future proofed working across 2D, digital and 3D. We are very proud to have worked with Rainbow Trust helping them to position themselves for the next phase of their development.”