After the launch of our 2017-2020 strategy, it became clear that Khulisa’s visual identity needed to modernise if it was to reflect the direction the organisation was moving in.
In May 2017 we announced our new 3 year plan and our aims to: (1) increase our reach by 60% by 2020 (particularly delivering more preventative programmes with young people in pupil referral units and schools), and (2) leverage our evidence-base to influence policy and practice and promote a trauma-informed, well-being led approach to preventing crime and reducing violence. In pursuit of these aims, we felt our brand was holding us back from reaching the audiences we needed to reach and we set out to build a more modern, more youthful visual identity.
"The branding looks fresh and agile - both things that align with Khulisa’s approach and values - a great new visual identity." -Ruth Pryce, Senior Grants Manager, Paul Hamlyn Foundation.
As a small charity with limited resources, we knew this project would require resource and expertise beyond the experience we had within the team. We successfully applied to secure pro bono support from the world-leading branding agency, M&C Saatchi. As well as helping to refresh our entire brand identity, they have supported us to develop a Brand, PR and Social Media strategy – they will also be producing a series of videos and other branded collateral in the coming months.
With our new logo, we aimed to convey Khulisa’s core belief – that every person has the potential to learn and grow if given the right “safe, nurturing” environment – and to create these conditions, wellbeing must be placed at the heart of support for young people. We’ve combined a K (for Khulisa), a heart (representing compassion and tolerance) and a leaf (to illustrate our nurturing, wellbeing approach). We have kept our South African name, ‘Khulisa’ (a Zulu word, meaning “to nurture”) and are proud that our heritage continues to shape our programme design and methodology.
We hope you’re as excited as we are about the new look Khulisa and we’d like to thank all of our friends, partners and supporters who played a significant role in this change. Particular thanks to the team at M&C Saatchi to whom who we are incredibly grateful to for their passion and commitment both in getting to know the heart of Khulisa and then reflecting this so perfectly in their work.
"This is wonderful work from M&C Saatchi! Fantastic that they have worked on this project with you pro-bono and created such a warm, bright, positive hugging and linking logo that perfectly represents the ethos of Khulisa’s brilliant work" -Hannah Billlington, Director of The Childhood Trust
Please let us know what you think of our new look and sign up to our newsletter to get updated on all the other exciting developments we have in store…
