Cardiff agency Clout has helped to relaunch a mental health and social change charity with a new identity and fresh new name.
Previously called Gofal, Platfform was established in the 1980s but needed a brand that better reflects its bold new vision and strategy. "We don’t need tinkering around the edges we need large-scale whole system change – I want to lead an organisation that is part of a powerful social movement working tirelessly to see this change happen," explains Ewan Hilton, chief executive of Platfform.
Clout developed a bold, contemporary graphic identity that playfully adapts for different messages and audiences. A connected graphic language hints at Platfform’s desire to bring people, organisations, support, stories and systems together in a more joined-up way.
"Our challenge was to create a brand identity that captures the human connections, our connection to nature and our compassion alongside a very clear message that the current situation is not ok," says Michael Smith, creative director of Clout. "We played with the Platfform name to create a logotype that suggests how a connection can offer a positive step forward or upwards. On certain applications, we accentuated the length of the connection to further enhance this idea, such as on stationery.
"The ability to play with the brand was very important. To let it evolve and change but within a cohesive system. The identity needed to be bold, direct and clear when voicing an opinion but also softer and more gentle when being supportive."
The new brand identity was revealed at a recent launch event where Clout created a series of thought-provoking installations and signage. Clout also designed a new website, stationery, launch event invitations, recruitment collateral, merchandise and an animated film. They continue to work with the charity implementing a full roll-out of the identity across signage, vehicle livery, presentations and guidelines.