The charity came to us looking for support in developing its fundraising message. This had previously been ad hoc, and the lack of consistency meant that the team had lost confidence in their approach.

Working closely with the FTCT team and trustees, we ran a series of workshops to explore the background of the organisation, its roots, its evolution, and the way that it continues to support families over 170 years since its creation.

The result is a new way for FTCT to talk about itself and the work that it does — a mission statement, a set of values and a corporate communication framework that articulates the charity’s unique heritage while setting a standard for how it wants to be seen now and into the future.

FTCT now has a distinct message, one that better reflects the organisation’s unique and irreplaceable position as an authority on the wellbeing of children, and a voice with which to speak to major fashion retailers. Not as a charity asking for donations, but as a trusted partner and supplier of an essential business service — a lifeline for families in need.

With the new messaging in place, we shifted focus to FTCT’s website, no longer representative of the image the charity wanted to convey. We made subtle improvements to the visual identity, introducing a more refined colour palette and new fonts, alongside a set of brand guidelines to help encourage a consistent visual approach.