Silver Winner; Transform Awards 2016

Silver Award; Best creative strategy

Commendation: Best naming strategy

The Transform Awards Europe award excellence in rebranding and brand strategy. The awards recognise best practice in corporate, product and global brand development work in the region, with categories that focus on content, execution, evaluation and strategy.

To fulfil its goal of “Transforming the UK’s response to domestic abuse”, UK national charity CAADA defined a five-year plan to deepen the quality of its services and adopt a more family-centred approach to tackling domestic abuse.

But achieving the aims of the five-year plan was proving difficult under the existing brand positioning, name, and identity. They didn’t reflect CAADA’s new strategy, and lacked warmth and humanity. The name was difficult to say, spell, and remember. The logo was seen as meaningless by most people. The charity also lacked a clear strapline to reinforce its purpose – one that both internal and external audiences could rally behind.

PIN Creative reviewed CAADA’s positioning, name, identity, and strapline to help align the brand with its five-year plan and objectives.

One year post-rebrand the response to the new name and brand identity versus targets has given SafeLives greater confidence to continue to spread its message. In looking at digital, social, and PR results this brand is well on the way towards reaching new target audiences, increasing its brand profile, and communicating in a clear and impactful way.

Read the full SafeLives case study here

Ending domestic abuse

Repositioning a national charity to put family safety at the heart of its mission.

Ending domestic abuse