Meaningful Change

Meaningful Change is a multi-agency campaign aimed at helping to positively change the lives of those who are homeless or at risk of homelessness in the local area. 

Project Details

Client: BID Leamington, Warwick District Council, Stratford District Council
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Meaningful Change is a new initiative in Royal Leamington Spa and Stratford-upon-Avon to help create a joined up solution to working with homeless people in the area.

The approach needed to connect multiple charitable organisations working in the area with funding from the Warwickshire Police and Crime Commissioner, both towns’ BIDs plus Warwick District Council and Stratford District Council.

It was important that the final branding was highly visible and portrayed a positive approach to vulnerable people. The objective was to educate the public and assist them in making informed decisions about giving money to those who beg by offering them a different solution that would enable a meaningful change to the lives of those who needed it.

Identity Studio was approached after several attempts at new branding had failed. The difficulty was getting everyone to support one proposal.

The branding and messages needed to work across multiple platforms: digital donation points, posters, banners, websites, social media, etc.

The design went straight to the heart of the matter of redirecting the spare change in your pocket to the charities, rather than giving directly to the homeless, as research showed this often ended up funding a habit.

Our solution was a bright, colourful logo that grabbed attention and highlighted the vision of the project. It was a simple, positive, eye-catching solution that encapsulated the joined up thinking behind the scenes.

Different colour-ways were developed for the central campaign, Royal Leamington Spa and Stratford-upon-Avon. Making sure the colours reflected each town’s particular DNA.

Since the launch of Meaningful Change, Identity Studio has created brand guidelines, ‘tap-to-give’ points and websites for the various locations that have adopted the initiative.

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