Wellbeing Scotland – Identity
Wellbeing support charity Open Secret initiated a branding project to update their outdated name and visual identity to something more in keeping with the broader range of services the organisation was now providing and tendering for.
Operating since 1994, the charity Open Secret had been entirely dedicated to supporting adult survivors of childhood trauma with counselling, but had found their range of service provision had increased to advocacy for survivors of in care abuse, working in schools to provide wellbeing support for pupils, general mental health counselling and more.
In 2016, to accommodate the broader range of services the organisation was now providing across Scotland, Open Secret took the decision to rebrand themselves, bringing in Wide Eye Marketing to help realise the new brand direction. The charity wanted a new identity with a new name for the organisation that better reflected the common theme of wellbeing and mental health across their services.
The existing Open Secret brand had been in use since the charity first opened its doors in 1994, but it no longer fit all of the services on offer. There was concern that while the existing brand was beloved by existing supporters and clients, the association with childhood trauma support did not fit with several of the newer services. This could create a stigma and prevent people from seeking support from the charity.
I worked with Wide Eye Marketing to produce the new brand identity for the charity. Our solution was to rebrand the organisation with a unifying brand name, Wellbeing Scotland, that summed up all of the charity’s work and goals, and a system of ‘sub-brands’ to better identify each of its specialist projects.
The new visual identity utilised a lighter colour palette and friendly, unassuming sans-serif typography to create a more positive, approachable brand for the organisation. Each of the charity's main services was given its own name and icon which were designed to harmonise with the main brand.
The Open Secret name remained part of the overall brand, becoming the name under which its childhood trauma survivor counselling service operated.
