Brands
Blind Veterans UK
Renaming a 96 year old charity is not done lightly. But our award-winning work helped raise more than just national profile.
What was keeping them
awake at night?
Blind Veterans UK was set up as St Dunstan’s in 1915. But in 2011 it was being held back by low awareness, an aging supporter base and perceptions of a small ‘blind charity’. How to update the brand, without jeopardising its fine heritage or the commitment of staunch supporters?
How we helped
We created a straight-talking, bold and patriotic identity to reach out to a younger ‘baby-boomer’ audience. We defined the unique positioning of a military sight-loss charity. We broke down an ‘institutional’ feel by bringing the stories of veterans to the fore. An emotive ‘life beyond sight loss’ proposition respects the pride of those who have served. Our ‘heroes’ campaign helped raise awareness throughout the year.
Impact
A 31% increase in DM responses. Third Sector Awards Best Brand Development 2012. The beginning of an expected £7 million