ACTION FOR CHILDREN
HIGHLY COMMENDED: NOT-FOR-PROFIT AND SOCIAL IMPACT
Despite being one of the UK’s largest children’s organisations, Action for Children had let its brand awareness slip, particularly amongst the general public. Johnson Banks’ task was to find a clear position for the charity to rally around, and help it stand out in the not-for-profit sector.
Research revealed that the organisation has a pragmatic, ‘just get on with it’ attitude at its core, and more importantly, makes critical and timely interventions into people’s lives. These factors combined in Johnson Banks’ versatile identity system, which uses a combination of diagrams, flow charts and real, human stories to communicate exactly how Action for Children works.