Rebranding Victim Support
A charity with a proud record of helping vulnerable people was struggling to be heard in an increasingly competitive environment. Victim Support faced the challenge of explaining the need for change to internal teams and volunteers. The charity’s influence had declined in the external environment due to a perception among key stakeholders that it was unwilling to embrace new thinking in response to other providers in the sector.
Victim Support needed a new brand identity to establish themselves as an effective organisation. In response, Crest conducted a situation analysis by travelling the length and breadth of the country, talking to people about what they thought was authentic and imperative about the charity. This research then informed the new look and feel worthy of the organisation it represents.
Working closely with Victim Support’s internal teams, we developed new organisational values, offered strategic advice on sensitive issues arising from the programmes and led the communications for the organisation-wide change programme. Most importantly, Crest delivered a new brand for the charity aligned to its revised vision, mission and values but relevant to an external audience.
Victim Support have a stronger voice to engage and support people affected by crime or traumatic events. The charity’s internal teams have a new identity they can be proud to share with their volunteers and external stakeholders, improving their credibility and increasing their impact across their sector.