Adoption With Humanity: ADOPT A BETTER WAY

Credits & Description:

Advertiser: ADOPTION WITH HUMANITY
Agency: LAMBIE-NAIRN
Category: Charities & Not For Profit
Managing Director: Anthony Fairweather (Morph London)
Client Director: Kate Blewett (Lambie-Nairn)
Design Director: Graeme Haig (Lambie-Nairn)

Client Brief Or Objective
Adoption With Humanity is a group campaigning for change within the UK adoption system. It lacked a coherent brand identity, which could successfully engage the public and communicate the group’s aims. We were briefed to review the group’s brand strategy, vision, mission, promise, beliefs and tone of voice. To fulfil the brief we changed the name of the group to “Adopt A Better Way” and created a new visual identity and set of brand guidelines in line with the rebrand. All our creative solutions have been implemented on the company website, which we designed the look and feel for.

Outcome
The new brand identity that we created for Adopt A Better Way clearly communicates the brand's values and concerns and has helped the group to present itself as professional and effective. Feedback from the client has been overwhelmingly positive:"I feel that we finally have the strong brand we need to be clearly positioned in a very crowded market. This simply would not have happened without the incredible professional work of the agency. We have had more media exposure, positive coverage and brand recognition in the last two months than in a full year last year." - Francesca Polini, Chair and Founder.

Brief Explanation
The primary challenge for Adoption with Humanity was to stand out in a crowded and underfunded sector. They also needed to engage the public more. Public support is incredibly powerful, and Adoption with Humanity was failing to harness this. Part of their problem was that people weren’t sure what the company did – they constantly received enquiries from members of the public thinking they were an adoption agency. Our objectives were to create a brand that was clearer about what it did, engaged its audience and stood out.

Implementation
The new name, ‘Adopt A Better Way’ (ABW) better explains what the company does, negating the need for a strapline and acting as a call to action. We used statistics to translate complex adoption issues into digestible and hard-hitting visuals. ABW is a force for progress, so we created an arrow asset to house the new company name and communicate progress. The logo can be used to create a visual story (see poster image attached).Photography and a stark colour palette convey the bleakness of the adoption system without being overly dramatic or detracting from the work of ABW.