WellChild has rebranded in a bid to better reflect its work and strengthen its campaigning voice.
The charity, which supports children and young people with complex medical needs, has changed its logo and released a brand film to reintroduce the organisation.
The organisation was founded in 1977 as Kidney, before becoming Children Nationwide in the 1980s and, in 1993, Wellchild.
Wellchild will retain its name, but has updated its visual identity and branding to “build a clearer, more confident organisation for the future”, the charity said.
The organisation hopes that its new branding will help it reach more families, better reflect its work now, and allow the charity to “be a louder and clearer voice for the children and families we represent”, a spokesperson said.
“We want our brand to reflect who WellChild is today, while giving us the platform to meet the needs of the children and families we’ll support tomorrow,” they said.
“The refreshed identity is designed to help us communicate more clearly, reach people more effectively and inspire them to take action.”
WellChild said its new branding brought together the charity’s two defining qualities of “big-heartedness and expertise”, which were identified through consultations with key stakeholders including parents, carers and nurses.
“It reflects the warmth, humanity and determination at the heart of the charity, alongside the specialist knowledge and experience that underpin its work with seriously ill children and their families,” the charity said.
“Together, these qualities create a brand that is both distinctive and deeply rooted in WellChild’s purpose: helping more children, young people and families to live well.”
The new logo includes a heart icon, which replaces the hand used in its previous branding and seeks to represent the “big-heartedness” of the charity’s community.
The organisation has also updated its typography, using a primary typeface that retains the rounded feel of its previous identity, while introducing sharper details to “reflect the expertise and professionalism of the organisation today”, the spokesperson said.
The rebrand extends beyond the charity’s logo to its messaging and tone of voice, they added.
This includes placing a renewed emphasis on the people behind WellChild’s work, which the spokesperson said is evident in its new brand film, which seeks to reintroduce the charity.
Wellchild’s website has received an initial visual update, with a completely new site planned for the first half of next year.
The charity worked with the London-based creative agency Red Stone on the refreshed brand strategy, visual identity and tone of voice.
WellChild spent a total of just over £30,000 on the rebrand overall, the spokesperson said.
“We see this as an investment in the platform we need to grow our reach, build support and make an even greater difference to children with complex medical needs and their families,” they said.