Welcome to our new brand. We’re really proud to announce our new brand. This is an integral part of our new strategy to get known and diversify our income.
Decision to rebrand
In 2022, the CASS+ Board agreed upon a rebrand. They knew that it would be a huge risk to do nothing. This is why we pushed forward to overcome obstacles like funding.
Delivered on a shoestring budget
We’re incredibly relieved that this has been achieved inhouse, on a shoestring budget. Thankfully, our Communications Officer, Tessa Webb, has considerable experience of rebrand and brand management in the charity sector.
Getting the foundations in place
Throughout 2022, Tessa started internal and external consultations. This helped us to shape our personality and voice.
She then worked with our team to define our vision, mission, beliefs and values. This enabled us to move forward to refine our messages.
The foundations were now in place.
Visuals bring words to life
The next step was to express our vision, mission and values with a full set of graphic tools. Over the summer of 2023, Tessa worked with the talented Yousef Dalit, a graduate and intern from Nottingham Trent University. Amongst other things, Yousef created our bespoke illustration style. Ultimately, these stunning images have enabled us to overcome the safeguarding challenges we face in this sector.
Accessible design
For us, the needs of our clients are always front and centre. Consequently, Yousef and Tessa researched the key to accessible design. So, we now use well-spaced Verdana, always on a gentle cream background for readability.
New logo and colours
Our new logo is professional, confident, and positive. The new colours embody our values, along with empathy, compassion and support.
New brand guidelines
Highly capable graphic designer, Andy Green, kindly worked part-pro-bono with Tessa to create our brand book. From there, every single part of our communications library has been refreshed and revived, from presentations to posters and from leaflets to lanyards.
New website
Our new website communicates clearly who we are, what we do and why.
New photographic library
Thanks to the Ministry of Justice, we were able to go into each court and take pictures of our people in action. On top of this, we’re extremely grateful to Malcolm Maciver for volunteering his incredible photographic skills and consultancy to raise the bar, including the professional headshots of our team.
Working together
All of these people have worked together to ensure something very special happens for a charity that changes the lives of people facing poverty and deprivation.
Highest professional standard
We hope that everyone will agree that our new Brand Identity Guidelines are of the highest professional standard. This has given everyone at CASS+ the confidence to spread the word about our work. Our creative team has pulled it off and provided us with tools to communicate for many years to come.
Welcome to our new brand from Steve Parker, CEO
I’m really looking forward to seeing our new brand come to life. It’s crucial as we move towards our 20th Anniversary in 2025 and continue to raise our visibility to clients, partners and the public. It is key to delivering our strategy to diversify our income streams, and to position CASS+ as a centre of excellence for court-based advice. I’m so grateful for the support of our team to make this possible.
Thank you to all our supporters
We want to say a huge thank you to all our supporters for believing in us and ensuring that we are here for the people who need us.