Royal National Institute of Blind People.
RNIB (Royal National Institute of Blind People) helps people who have lost their sight to find their lives again. We have helped them grow through re-branding the organisation and rolling out the new brand across all their communications.
We don’t want to see stereotypes.
72% awareness of the RNIB.
Audience.
There’s no stopping the fact we’re getting older and living longer. Eyesight begins to deteriorate in our twenties and with 10 million people over 50 there almost two million people living with sight loss in the UK.
Challenge.
RNIB, one of our most respected charities, wants to raise awareness of these facts and make it crystal clear that you don’t have to be blind to benefit from their support. We took on this challenge and brought the old RNIB up-to-date.
Insight.
The RNIB’s progressive ideas were hampered by a brand image with one foot in the past: the stereotyped image of a man carrying a white stick. Our thinking was heavily influenced by our research which said that to appeal to the right audience, it was goodbye to the old image and in with a fully accessible stamp of the well-recognised acronym.
Result.
We devised a new strapline, ‘supporting blind and partially sighted people’ to help stamp out any further confusion concerning RNIB’s role. The visual identity also includes an attitudinal shift to represent blind and partially sighted people leading and enjoying independent lives, highlighting the positive outcomes of RNIB’s work.