Free the birds

Branding, Case study

A New Brand Identity for CLARITY & Co.

We created an inclusive, round-peg-in-a-round-hole brand identity for social enterprise umbrella company CLARITY & Co. The campaign includes an animated film for social media and a promotional brand marketing film featuring employees.

We then looked at how it could create an umbrella brand for the three different lines, leading to the decision to change ‘CLARITY – Employment for Blind People’ to CLARITY & Co. This would maintain synergy with the consumer-facing brands as well as strengthen CLARITY & Co.’s story of Community, Company and Cooperation. The new name is backed by a new strapline: “we don’t see disability, we see workability”. The brand identity is also used in the packaging design for the CLARITY range of everyday cleaning products, with straplines: “made to matter” and “clean hands buy busy hands”.

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For the logo, we opted for a simple reflection of CLARITY & Co. as a place where people can fit in. It uses a ring, symbolising the place, and a circle which fits perfectly in the ring, representing the people who find their place at the enterprise. A bold yellow was chosen along with black – a positive combination – and the uncomplicated Futura typeface is used for the brand name and the icon. This symbolism is brought to life in the 30-second animation, which will be used on CLARITY & Co.’s website and social channels and a 90-second film featuring CLARITY & Co. employees to be used on its website, social channels, marketing and fund-raising.

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Camilla Marcus-Dew, Head of Sustainable Growth at CLARITY & Co. said, “Free The Birds brought together the unique spirit and purpose we have here at CLARITY & Co. Our new identity really captures that sense of people finding their place. Everything the team has done expressed our purpose and exceeded expectations.”

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“As soon as we learned about CLARITY & Co., one of the UK’s foremost social enterprises, we wanted to get involved and help make a difference. We hope we’ve done justice to what is a remarkable company made up of remarkable people. The design tries to symbolise and simplify what we believe to be CLARITY and Co.’s raison d’etre. The shapes tell the story and the words frame the mission. We hope we’ve given CLARITY & Co. everything they need in terms of assets to command the attention they deserve.” Nick Vaus, Creative Director, Free The Birds.