Re-branding on a BudgetClaire Curtis & Kirsty Marrins

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The History of Dementia UK

• Founded through direct experience

• Admiral Nurses – what’s in a name?

• Began with the Training Department

• Admiral Nurses, Uniting Carers, Admiral Nursing DIRECT and Admiral Nurse Academy followed

The John Suchet Effect

• 17th February 2009

• Catapulted into the Media

spotlight

• Impact on our helpline

• Impact on fundraising,

communications and the team

Lost in Translation

• It became clear our name was confusing

• Brand Guidelines were rarely followed

• Our logo was quite negative

• We needed a new name to reflect our growing status

The Right Place at the Right Time

• John Suchet was writing his

book

• He wanted the Admiral Nurse

Academy launched in

Bonnie’s honour

• Case for support taken to

Board of Trustees

• 3 months to re-brand!

All Systems Go!

• Formed a re-brand working

committee

• Had to be able to make

decisions

• No budget and little time

• Not able to involve service

users

Pitch Perfect

• Invited Designers to pitch

• Brief was very specific due to

time constraints

• Still flexible in terms of

creativity

• Designers were people we

had worked with before

for dementia

Aims v Challenges

• To achieve a unified and

professional visual identity

• To improve the way we

communicate our work

• Four main areas of service

delivery

• Time limitations

• No budget

Getting to work

• Consultation with KEY staff

members for all four divisions

• Working very closely with the

designer, to regularly review

developments

The Unturned StoneCore MaterialsFolders

Posters

Banner-ups

Pens

LeafletsAdmiral Nurses

Training

Uniting Carers

Admiral Nursing DIRECT

Donations

StationaryFolders

Letterheads

Business cards

Comp slips

Fundraising

materialsRunning vests

Pin badges

Collection tins

Balloons

Gift aid envelopes

Our websitechange all incidents of for

dementia to Dementia UK,

check grammar, remove all

images that include the old

logo.

Other websites

that featured usContacting all organisations

that featured our old logo, and

all partnership organisations.

AdvertisersLaw journals

ITFax header

Filename change in system

Email addresses

Contracts with banks / suppliers

BuildingSign on the door

Lift

Posters

Nailing it all down Re-branding - materials Dep’t Contact Sign off by Deadline

General

Bookmarks F&C CF Coordinator CF Coordinator Delete

Carrier bags F&C CF Coordinator CF Coordinator 7/4/10

Banner-ups F&C Comms officer Comms officer + 7/4/10

Rulers F&C CF Coordinator CF Coordinator Delete

Leaflets - General

General Leaflet "Who We

Are"

F&C Comms officer Branding committee 31/3/10

Uniting Carers UC UC Coordinator UC Committee 31/3/10

AN DIRECT Cards AN

DIRECT

Lead Nurse Lead Nurse 31/3/10

Mirror Mirror

Professional images

UnityEngaging Interactive

Supportive Tells a story

Emotive Person centred

Strength Love

Confidence

Positive engagement

Biggest challenges

• Maintaining staff relations through decision making processes i.e

photos & colours

• Managing expectations of what was achievable in the time frame

given

• Cross departmental working under pressure

• Finding case studies for images and logistical coordination

• Getting buy-in from staff and setting procedures for sign-off

New look leaflets

How much did it cost?

• Printing £11,780 (from core costs budget)

• Fundraising merchandise £2000

• Photographer £800

• Design costs £5870 (inc branding guidelines)

• Website refresh £550

• TOTAL = £21,000 TOTAL = £7,220