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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–Present

What I Did

Lead copywriter on this award-winning rebrand. Built a new tone of voice that connects with everyone from struggling families to government ministers.

  • Made people stop and turn on London streets
  • Unified diverse audiences with one honest voice
  • Delivered fast - static and video - to tight deadlines

How I Did It

Started with the people we serve. Listened. Tested. Measured.

  • Analysed what actually worked in previous campaigns
  • Ran focus groups with families and young people
  • Tested different messages with real audiences
  • Results: 33% more engagement. 26% above revenue target.

Script Work

Campaign script bringing the Barnardo's voice to life through video storytelling.

Campaign Video Script

Script work showcasing the Barnardo's brand voice in action through compelling video storytelling.

Barnardo's billboard campaign
Barnardo's branded digital van driving past the Houses of Parliament in London
Barnardo's support worker with child

The Challenge

Show that Barnardo's truly understands what it's like growing up in Britain today.

  • 10 years since the last rebrand. Everything has changed.
  • Cost-of-living crisis. Pandemic effects. Online pressures.
  • Need to reach children, families, supporters, government - everyone.

The Solution

Create a brand where every child feels they belong.

  • Built with children, for children
  • Logo as safe space - emotions held within
  • Each letter captures a different feeling
  • Designed to help them feel safer, happier, healthier

Creative Concept Development

Strategic frameworks for developing campaign concepts. This February Cash Appeal 2026 concept deck shows three distinct messaging approaches, each targeting the urgency of early years support while connecting emotionally with different donor motivations.

February Cash Appeal 2026 - Concepts title slide
Concept 1 - BE THERE FIRST. - Strategic approach to early intervention
Concept 1 Outer envelope - The First Smile Should Come Easily
Letter & Donation Form - Name, will you be there first? with donation amounts
Lift Piece - Your Support Can Help a Baby Thrive, Not Just Survive
Concept 2 - EVEN LOVE HAS ITS LIMITS. - Love can't keep children warm or fed
Concept 2 Outer envelope - Love Alone Can't Lift Children Out of Poverty with Share the Love message
Letter & Donation Form - In poverty, even love has its limits with Spread Love heart design
Concept 2 Lift Piece - Let Love Go Further this Valentine's Day with testimonial
Concept 3 - THE RIGHT START. RIGHT NOW. - The urgency of early years support
Concept 3 Outer envelope - Babies in poverty need the Right Start Right Now
Letter & Donation Form - Build a Critical Starter Pack with donation amounts
Concept 3 Lift Piece - Missed Milestones Can't Be Regained with age-based support examples

February Cash Appeal 2026 - Concept Development

Three strategic concepts exploring different emotional entry points: urgency of early intervention, the gap between love and resources, and the critical nature of immediate action for children in poverty.

The Voice

One voice that works for everyone. From a 10-year-old to a government minister.

  • Three pillars: Be informed. Be energising. Be empathetic. Be Barnardo's.
  • Tested what resonated with each audience
  • Built flexible principles that stretch across communities
  • Let data show us which messages hit hardest

Project Showcase

Brand Messaging Toolkit

About page for Barnardo's

About Barnardo's

Barnardo's email campaign advocating for care leavers' rights in the Renters Reform Bill, emphasizing safe housing access for young people

Renters Reform Bill Advocacy 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 email campaign about ensuring children's voices are at the heart of government decision making

Email Marketing Campaign

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

My Role in This