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Creating a brand to accelerate the progress of brain research

The Team have rebranded Brain Research Trust with a new brand purpose, story, identity, website and film.

We observed that an increasing number of brands in the charity sector are becoming 'fighting' in tone, especially the research-based ones, so wanted to take a more optimistic outlook.

Scale and ambition

Brain Research Trust’s purpose is to fund the best neurological research in the UK to improve people’s quality of life. The accompanying strapline ‘inspiring progress, together’ is a strong call to action to scientists and families to unite. This leads to accelerated progress, side by side, stride by stride, inspired by our simple human truth: The whole is greater than the sum of the parts.

Humanity

All charities are compassionate by their very nature, so we didn’t feel that only support-based ones, like Macmillan Cancer Support, should look and feel caring. We wanted to put people’s real-life stories at the heart of the brand, so defined ‘humanity’ as a value with an emphasis on improving the quality of life of people affected by one of 250 neurological conditions. This serves to create empathy.

Photography styles have been defined to reflect each of the brand values (humanity, unity and positive energy) to tell the brand story and create an emotional arc.

Forward thinking

The logotype is set in Apex Rounded font and follows the original logo’s composition; right aligned to signify moving forward. A new abstract brain symbol radiates positive energy and provides a shortcut for small spaces and social media purposes.

Many voices

Inspired by our simple human truth: The whole is greater than the sum of the parts. We asked supporters, fundraisers, students and scientists to voice the brand story.

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Positive energy

We observed that an increasing number of brands in the charity sector are becoming ‘fighting’ in tone, especially the research-based ones, so wanted to take a more optimistic outlook.

Many charity brands also lead with cyan and magenta as their main colourway. We wanted something with even more impact and have created a multicoloured palette, inspired by a tractograph brain scan by M. Chamberland and M. Descoteaux from the Sherbrooke Connectivity Imaging Lab (SCIL).

Images of brain activity can be awe-inspiring. Their beauty and complexity are fascinating and make a compelling brand asset. By overlaying a brain scan on to a photograph we can create a sense of positive energy to provide valuable stand-out.

Authentic human stories

The Trust’s previous website had good content, but this was lost within an incredibly busy structure. Competing messages also made it confusing for the user. In the new site, we wanted to tell the story of the Trust and the breadth of what they do in as easy and digestible a form as possible, balancing the serious and important nature of the research with authentic emotive human stories.

Brain research trust laptop

 

We briefed The Team to create something that would support and drive our ambitious strategy for growth. Our new brand is warm and engaging and brings a human element to our medical research. It gives us the tools we need to progress as a national charity, funding the best neurological research in the UK.

Caroline BlakelyBrain Research Trust CEO

Behind the scenes

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