Caudwell Children

Caudwell Children is a charity dedicated to empowering disabled and neurodivergent children. Armed with a new brand positioning, Caudwell Children came to us to translate their vision into a visual brand identity that reflected the organisation’s new direction.

Caudwell Children’s new brand purpose is built around a simple yet powerful idea – every child is born with their own unique potential – and the charity’s mission is to support disabled and neurodivergent children and young people in achieving this. Our design idea unlocks the meaning of ‘potential’ to champion the individuality of each and every child.

At the heart of our new visual brand identity is a new ‘i’ key brand asset. More than just a lowercase ‘i’ in the brand’s logo, we've transformed it into a positive visual representation of the unique potential and personality of every child to symbolise thriving growth and shining a light on each child’s journey.

Our new master logo is revolutionary for the brand. Bold and confident in its stamp-like style, we’ve put it on a gentle tilt to add a spark of childlike curiosity.

A new colour palette injects some fun into the brand, bringing warmth, diversity and personality, and our new iconography style balances playfulness with approachable simplicity, helping audiences navigate information with ease.

When thinking about the broader communications needs of Caudwell Children’s team, showing real children in a confident, empowered way was key. Our photography style portrays each child as strong and heroic without feeling staged, ensuring that those being photographed feel completely comfortable.

The Caudwell Children brand now looks and acts just as confidently, proudly, and empowered as its refined mission, reflecting the children who benefit from the amazing work it delivers.

And it's working. Within 4 months of launch, brand engagement was up over 100% and online donations had increased by 37%. 

“My team and I are loving using our new visual brand identity system. Brandon Consultants has created something truly special for us, making even the most basic or mundane touchpoint exciting. Everything the Brandon team has considered and designed is reflective of our new positioning and the young people we serve, and they have armed us with the tools to confidently communicate our new vision to our corporate partners and donors, too. We couldn’t have asked for better creative partners to help us take our charity to the next level and ultimately make a real difference to the children we support.”

- Mike Harper, Director of Marketing & Communications at Caudwell Children