A vibrant new identity that reflects Options’ spirit, made with and for people with disabilities.
THE CHALLENGE
As part of a three-year project to build fundraising and marketing capacity across the organisation, Options needed a brand that could not only support its ambitions but also truly reflect the people it exists for. This wasn’t just about better communication – it was part of a wider shift. From continuing to do what they have always done so well, to actively challenging perceptions and building a movement towards a better world for people with disabilities.
The existing identity couldn’t do that. It didn’t reflect the creativity, individuality or spirit that defines Options. It limited how the team could talk about their work, and how others understood it. And it no longer fit an organisation that’s been at the forefront of true person-centred support for over 30 years.
OUR APPROACH
We started with strategy, running a workshop to help clarify the charity’s values, personality and future direction. We also carried out qualitative research with internal and external audiences to test assumptions and understand perceptions.
Working closely with the Options team and wider community we created a brand that didn’t just represent people, it included them. Through collaborative workshops with the people Options supports, their families, and staff, we invited everyone to shape the new identity. Using paints, brushes and mark-making tools, individuals created the raw visual language of the brand: bold, organic forms full of personality and expression.
These shapes became the starting point for the visual system. Alongside them, we developed a clearer tone of voice, a refined name, and a messaging framework that would support more ambitious fundraising and marketing, while staying true to Options’ everyday work.
OUR SOLUTION
The new brand gives Options a clearer, more confident identity, one that reflects the care, energy and creativity behind everything they do.
The shapes sit at the centre of the brand. Each one different, but all sharing equal space, symbolising both equity and uniqueness. The vibrant colour palette is like a rainbow, celebrating individuality and joy while reinforcing a sense of visibility and belonging for everyone. A typeface by Octavio Pardo was carefully chosen for its accessibility and legibility across all letterforms and a clear photography style that features real people supported by Options was set, capturing authentic moments and making sure everyone feels seen, valued and represented.
The organisation is now simply known as Options, a subtle but significant shift that makes the brand more memorable and easier to use. And a new strapline, ‘Making a better world for people with disabilities’, distils the charity’s ambition in a way that’s clear and ambitious. And for the first time, the tone of voice has been clearly defined. It’s practical and easy to apply, giving teams across the organisation the tools to write with consistency and purpose.
Together, the brand is already helping Options grow its presence and speak to new audiences, without losing sight of the people who sit at the heart of it all.
The skills, insight, and creativity Nikki and Michelle brought were of a level we simply couldn’t possibly have achieved on our own, and their mentorship to both our leadership and our practitioners has built our own confidence and capability. From the very beginning, they have been fun, friendly, supportive and so good to work with.
Kevin Peacock, Chief Executive Officer
To launch the brand, we took it to the streets – literally. A bold out-of-home campaign across Liverpool brought the new identity to life, while a co-ordinated social campaign amplified the mission online, introducing a wider audience to Options’ work and purpose. Together, the launch created energy, visibility, and a powerful sense of pride within the community.
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