Baby charity refreshes look after 10 years

by Nikki Sandison, Brand Republic 27-Aug-08, 12:40

LONDON - Bliss, the national charity for special care babies, has launched a new brand identity for the first time in 10 years including a new logo, strapline and website.

Bliss celebrates its 30th birthday in 2009 and the new identity will support a range of initiatives to be launched next year, including expanding into Scotland for the first time.

Claire Pimm, head of communications at Bliss, said: "Our new brand allows people to easily identify what Bliss does and who we are here to help. Bliss always puts babies at the heart of everything we do, and our logo now does just that too."

Bliss decided to develop its website to better target the charity's work at key audiences. Its features include downloadable publications for families and health professionals, a map to find their nearest support group and a dedicated area for young parents.

The redesign of Bliss's identity was carried out by creative agency Carter Wong on a pro bono basis.

Nicky Skinner, senior designer at Carter Wong, said: "The identity had to work on a number of levels -- serious for campaigning, lobbying and support for babies and families, but also fun for fundraising materials, and brand awareness.

"The chosen concept, by designer Louise Elliott uses the counters within the letter B to depict a supported baby. Simple communication for a sensitive subject matter."

Bliss provides practical and emotional support for families, provides training and support for doctors and nurses, funds research to improve the care of all sick and premature babies and raises awareness of the issues affecting special care babies.