As Guide Dogs embarked on a new five-year strategic plan ‘By My Side’, expanding their services for blind and partially sighted people, they recognised the need to evolve their brand to better connect with their audience. They knew that emotional connection with dogs was crucial, but their existing visual identity lacked the flexibility to propel the organisation forward.
The brand needed to move from conservative and dog-focussed, to energetic, vibrant and people centred. We audited every touchpoint and helped Guide Dogs create a modern, adaptable and fit-for-purpose brand, which worked seamlessly across all channels and communications from campaigning to fundraising, volunteering and service delivery.
We retained certain Guide Dog assets, such as the logo, and introduced new elements including illustrations, photography and tone of voice principles that breathed new life into their visual and verbal identity, and put people with vision impairment at the heart of the brand. We worked closely to ensure the colours used were accessible to all. Guide Dogs are now equipped with a flexible brand and the tools they need to consistently deliver their strategy and essential work as a charity.