# Brand agency appointed for age charities' merger

- Link: https://fundraising.co.uk/2009/02/01/brand-agency-appointed-age-charities039-merger/
- Published: 2009-02-01T08:38:18+00:00
- Author: Howard Lake

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](http://www.ace.org.uk) and [Help the Aged](http://www.helptheaged.org.uk)‘.

## Advertisement

 

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

 

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