National Children's Bureau rebrand shortlisted for Lantern's 10th Transform Award
Rebrand for UK charity the National Children’s Bureau shortlisted for Best Creative Strategy across Europe
We’re kicking off the new decade with the news that our work to rebrand the National Children’s Bureau has been shortlisted for the 2020 Transform Awards Europe, marking our 10th honour in just four years. The awards have honoured best practice in brand development and rebranding across Europe, rewarding excellence across the whole brand development process, so we’re delighted to be shortlisted in one of the most hotly contended categories – Best Creative Strategy.
“2020 has been a record year for submissions and the judging was extremely thorough so this year has been very competitive. It is absolutely fantastic to see Lantern once more reach the shortlist. Again, massive congratulations."
– Andrew Thomas, Transform Awards
The charity, which works across the issues affecting children to influence policy and deliver a better childhood for the UK, approached us to help tell its story with renewed clarity.
NCB’s role has never been more important. Years of austerity have seen funding for children’s services and education cut by local authorities and central government while the demand for support has increased. In this climate, the charity wanted to refocus how it articulates its impact.
NCB’s strapline “United for a better childhood” was the springboard for evolving the story. The charity was doing a great job talking about how it was united internally, across its family of brands, but there was so much more it was doing for external partners. From parents and children, to central government and other partners, NCB brings together the people and organisations who bring about the best for our children.
This truth informed a playful tone of voice, with headlines including “From the playground to Parliament” and “From the staff room to the select committee” capturing the breadth of NCB’s impact and delivering a clearer message for funding sources.
Visually, the challenge was to deliver a brand identity system that could flex for such a wide range of audiences – from a pre-schooler to the Prime Minister — also flexing from issues as sensitive as childhood bereavement, to celebrating successes in childhood and teaching.
Keep those fingers crossed for the big awards night in March!
