Scope

Scope set out an ambitious new strategy in 2017 to work towards the UK being a country in which disabled people and their families enjoy equality and fairness.

The Team’s brief was to create a new brand that delivered this new corporate strategy and to build better understanding, with a focus on achieving brand clarity.

• The new brand needed to have inclusivity at its heart, but it was also important for the accessible design to still have a distinctive personality.

• Key to our thinking was market analysis demonstrating that most charity disability brands lead with their care and support provision, rather than social change. There was a market opportunity to stand out as a collaborative social change movement – disabled and non-disabled people working together for everyday equality.

Before we started the design element of the rebrand, we worked with Scope to identify their new brand platform. Our early work included a review of Scope’s brand architecture, market analysis and stakeholder interviews.

We kickstarted the design process by holding a workshop with people with various impairments, to understand the barriers they can face when interacting with a brand.

Insight informing our brand recommendations came from sector and organisational insight, which allowed us to develop Scope’s brand on a page – identifying their vision, mission, personality, and values, as well as supporting propositions and a strapline. This insight informed Scope’s visual identity, which champions accessible design at every opportunity and follows best practice accessibility standards.

Scope’s new personality – Disability Gamechanger – and organisational values of Pioneering, Open, Courageous, Fair and Connected, fed into every design decision made during the visual identity development. We were working to deliver a truly game-changing brand for the sector.

The visual identity was created in collaboration with Scope’s internal design team during a two-week design sprint, where we co-created the elements that make up the new visual identity and applied them to key channels.

The new brand includes a bespoke font, Hargreaves, which maximises legibility and readability. An accessible and complementary colour palette sits alongside the primary brand colour purple, with a graphic device inspired by the shapes in the typeface to aid navigation and messaging.

Better representation

We chose an illustration and photography style to promote disability representation, showcasing real-life stories and sharing relatable moments. The new journalistic approach shows what disability inequality looks like and demonstrates Scope’s work in action.

A new logo and strapline embody Scope’s ambition to inspire a social movement to end disability equality.

Scope’s new brand was launched in summer 2018 via their 5-week Disability Gamechanger campaign which aimed to mobilise a community of disabled and non-disabled people towards a shared vision of equality for disabled people.

Third Sector Excellence Awards Winner, 2019
Brand Development