Brand repositioning to guide the next evolution of a highly respected national charity supporting vulnerable women.
THE CHALLENGE
Over the last 35 years, Hebron Trust has helped over 600 women break free of their addictive lifestyles. As one of only 3 all female rehabilitation centres left in the UK, they have created a safe and nurturing environment that has seen more women complete their programme than 75% of other rehabs in the UK. And many of those go on to forge new lives for themselves in one of their fully supported follow on homes.
However, due to lack of sufficient Local Authority funding, Hebron Trust were forced to close the rehab centre and focus solely on the thriving supported follow on homes and needed to completely reposition their charity for the future.
OUR APPROACH
Working closely with the staff and trustees, we defined the core elements of the Trust for the future, along with the key audiences that the charity would need to communicate with, both existing and prospective. From here, we were able to create a solid brand framework and narrative that represented the next evolution of the Trust and give them a voice and materials to be able to communicate directly with their stakeholders.
THE SOLUTION
Focusing on retaining the excellent reputation of the charity, and demonstrating the love and care that is shown to each woman, the brand repositioning delivered a new vision, mission and values that communicate the belief that every vulnerable woman in Norfolk, with the courage and commitment to change their life, should be able to access a safe and supportive place to call home.
To communicate the new focus for Hebron, we created a 12 page A5 booklet that charts the successful history of the charity and shares how the new future direction will help more women, beyond those recovering from substance abuse. Taking the striking purple from the existing brand, we incorporated the proposition ‘Hebron at the Heart’ throughout the copy and design, interspersed with positive and encouraging imagery. To accompany the booklet, we also created a simple web design, email communication and press release to support the Hebron team with the launch to the market.
The result is a cohesive set of launch materials that clearly communicate the new Hebron Trust and give the team the the assets and copy they need to be able to continue to grow the charity through partnerships and grant fundraising to ensure Hebron Trust supports the women of Norfolk for the next 35 years and beyond.
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