Brand agency appointed for age charities' merger
Howard Lake | 1 February 2009 | News
Age Concern England and Help the Aged have appointed brand, design and communication consultancy Corporate Edge to develop the branding for the organisation that will result from their merger in April.
The new organisation will have a combined turnover of about £170m and will initially be known as ‘Age Concern and Help the Aged‘.
Corporate Edge will provide support, advice and counsel to the marketing and communications teams to bring together the new organisation’s influencing and public policy work, collective services and products under one new name and brand.
These services and activities include information provision to over 5 million people, commercial services with over 1.1 million customers, and a network of 530 shops.
The work will include the development of related brands for separate organisations in Scotland, Wales and Northern Ireland.
New Chief Executive Tom Wright said: “This is the largest and most significant new organisation created in the not for profit sector for some years, so it is vital that we take our time and get it absolutely right.
“It’s for precisely that reason that we are consulting older people themselves to gather their views and opinions on the future of the new organisation – Corporate Edge has a crucial role to play in helping us develop a brand identity which works for older people across the UK and the wide range of products and services we deliver to them”.
Corporate Edge have already begun work on the project.
www.corporateedgebranding.com
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.