Rebrand for Cheshire-based disability charity
Melanie May | 3 September 2020 | News
Disability charity Cheshire Centre for Independent Living has rebranded to Disability Positive.
The new name has been chosen to reflect the charity’s growth across the North West, to reconnect it with its values and to help shine a positive light on disability.
The charity has unveiled a new logo, brand narrative and website, rebranded its headquarters and revamped its social media channels and printed materials.
Disability Positive is based in Northwich and helps people with disability and long-term health conditions to live well. It employs over 70 staff, many of which live with conditions themselves, and supports over 10,000 people living across Cheshire and other parts of the North West.
The charity’s new brand has been developed by JG Creative in Nantwich to highlight the services and opportunities that Disability Positive provides to people living with disability and long-term health conditions, as well as their families.
Joanne Grubb, Managing Director of JG Creative, said:
“When we started working with Cheshire Centre for Independent Living back in 2019, we knew its brand wasn’t aligned with the charity that exists today.
“After some initial research, we discovered that there was a real disconnect between the old brand, and what people understood about the charity, with who it really was and how it wanted people to feel about it.
“Its previous name implied that the charity offers supported housing, but it actually provides services to help people live their everyday lives, to be part of their local community and to look after their own wellbeing. It also offers advice and help with practical tasks and advocates for people in lots of situations. All of these services are very positive for their services users and help to remove any barriers which stand in their way. This is where the name Disability Positive came from and I think it’s a much clearer message.”
A key part of the rebrand was to address the fact that a common representation of a disabled person is an icon of man in a wheelchair. JG creative have helped the charity to developed a new icon that better represents the diversity of disabled people and that disability isn’t always visible.
Lynne Turnbull, Chief Executive of Disability Positive, added:
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“As a charity which is run by people living with a disability or long-term health condition, we believe that people are not disabled by their condition, but by a world that doesn’t meet their needs. This year has been a particularly challenging year for many people so it feels even more important that Disability Positive is here to make the world more accessible and to help society to understand disability in a more positive way that brings people together.”
Main image: Pictured (l-r) Joanne Grubb, Managing Director of JG Creative, and Lynne Turnbull, Chief Executive of Disability Positive.
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.