Windsor Leadership Trust wished to refresh their brand image to reflect a sense of being modern, innovative industry leaders with a charitable purpose that was not immediately obvious.
The charity’s visual identity badly needed a fresh, modern feel. More importantly, I found myself working with a brand that was struggling to understand and present itself with clarity to those they wanted to reach. A new logo was developed, referencing the famous gardens of the Windsor Castle venue with a colour palette, visual and typographic style that reflected their prestigious standing.
This visual identity also formed the basis of a new website that completely transformed the brand’s external communications, distilling the charity’s vision and purpose into a simple linear journey of understanding, based on the principle of progressive disclosure.
As a small charity with little budget for brand communications, the solution was an internal brand guide in the form of reference cards that reinforce the brand’s aims and values while giving clear, simple instructions on how to implement the new visual identity in all communications.