← Back to Portfolio

The big Barnardo's rebrand

"In a world where children feel like they don't belong, we're here to show them that they do."

Role

Lead Copywriter

Services

Brand Voice, Content Strategy, Copywriting

Year

2023

My Role & Responsibilities

Lead internal copywriter on this multi-award-winning rebrand, developing and implementing a new tone of voice that connected with diverse audiences across digital platforms and out-of-home campaigns.

  • Delivered compelling street advertising that made people stop and turn in London's overstimulated environment
  • Unified diverse audiences with one cohesive voice through the One Supporter Journey
  • Collaborated with creative teams to tight deadlines, delivering both static and video content

Audience-Led Approach

My approach was deeply audience-led and data-driven, creating a feedback loop that continuously improved our effectiveness.

  • Analyzed engagement metrics from previous campaigns
  • Conducted focus groups with service users
  • Tested different messaging approaches with key demographics
  • Results: 33% increase in digital engagement and 26% revenue target surpassing
Barnardo's billboard campaign
Barnardo's support worker with child
Barnardo's billboard campaign

The Challenge

To evolve the brand and show that Barnardo's truly understands what it's like to grow up in the UK today.

  • 10 years since last rebrand; children's challenges have fundamentally changed
  • Need to connect with more children, families, carers, supporters, government, and communities
  • Today's childhoods shaped by cost-of-living crisis, pandemic effects, and online influences

The Creative Concept

We wanted to create a brand where every child could feel like they belong.

  • Built on core truth: life can be tough, especially for young people today
  • Created with children, for children—designed to help them feel safer, happier, healthier
  • Logo as visual metaphor: a safe space where everyone can express their feelings
  • Each letter captures a different emotion, held within the 'safe space' of the design

Partnerships

Barnardo's and Wicked partnership - When two worlds collide, new possibilities begin

Social media campaign for Barnardo's partnership with Wicked - "When two worlds collide, new possibilities begin."

Tone of Voice Development

Creating a tone of voice that could stretch across many different audiences required starting at the core and working outward.

  • Identified common themes through audience research and testing
  • Developed tone of voice principles that could flex to engage every community
  • Created three pillars: Be informed, be energising and be empathetic. Be Barnardo's.
  • Data-driven approach revealed which messages resonated most authentically with each segment

Project Showcase

Barnardo's social media post for Wild Walks campaign showing a hand holding a leaf with text 'Made me feel that I belong'

Wild Walks Campaign

Barnardo's social media post for Apple Crumble Mondays showing a bowl of apple crumble with text 'Made me feel that I belong'

Apple Crumble Mondays

Barnardo's email campaign about ensuring children's voices are at the heart of government decision making

Children's Voices Campaign

Barnardo's email campaign about supporting families in poverty as children return to school

Family Support Campaign

Billboard showing Barnardo's partnership with Wicked musical with text 'When two worlds collide anything is possible'

Wicked Partnership Billboard

Barnardo's branded digital van driving past the Houses of Parliament in London

London Awareness Campaign

About page for Barnardo's

About Barnardo's