When rebrands go wrong

(And how to avoid the pitfalls)

Scope unveils user-generated brand identity

Disability charity Scope has revealed a user-generated brand identity in a move that will see its logo replaced by a combination of more than 60 “visions of the future” created by disabled people and their friends and families.


The charity hopes that giving its brand identity over to the people that it is set up to help will make the issue of disability better understood by the public, at a time when attitudes towards disabled people are getting worse and people are struggling to get the support they need due to budget cuts.

Scope says that each image has been created to represent a story, such as a pair of glasses that represents “a dream that disability aids and equipment will become as well designed and socially acceptable as glasses”.

The new visual identity will appear on all of Scope’s marketing material, including its website and its 238 UK charity shops.

People are encouraged to submit their versions of a better future via an online tool and they will then be adopted into the charities evolving visual identity.

Alexandra O’Dwyer, director of communications and marketing, says: “This is so much bigger than a re-brand. This is a new, user-generated identity. It will grow with the organisation and is limitless in application and content. It is a brand which becomes a platform for disabled people - not just the organisation.

“This wasn’t the easy option. Basing a new identity on user-generated content brings with it a raft of engagement, design, digital and communications challenges - not least facilitating that engagement online and doing so accessibly and within a tight budget.”

Readers' comments (1)

  • User involvment in a re-branding project is key. This is a great example of not just asking for some customer involvement in a tick the box type way, but actively involving your key audiences.

    Mencap did this last year when we re-launched our support services. We invited people with a learning disability and their families and carers to re-write what we do. We gave them the opportunity to rip it up and start again and they did just that. (www.mencap.org.uk/getmorefrommencap). If you ask for feedback and input then you have to be prepared to act on it!

    Clearer communications about services to support disabled people to live life as they choose and to help remove prejudice shouldn't be such a rarity. Well done, Scope.

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