Purpose Over Profit

For most small businesses and creative agencies, the words ‘PRO BONO’ are about as scary as a round of amends that simply states, ‘Change this, please’. At Fishtank Agency, however, we see it as an opportunity to help those with smaller, sometimes non-existent budgets to dip their toe into the marketing pool and elevate their brand. 

For this particular project, we undertook pro bono work for a charity very close to our MD, Damien’s Heart—West Yorkshire ADHD Support Group. 

Now rebranded as ‘Stripes: The West Yorkshire ADHD Charity’… Their fantastic team first approached us for creative help to establish a new logo, name and brand persona. 

The Process

To give you a bit of background, their main manifesto is supporting the ADHD community within West Yorkshire, including both adults and children with or suspected of having ADHD, and also their parents/carers and siblings. Although it has not been shared publicly before, Damien’s middle son, Chester, has recently been diagnosed with ADHD, so it was a no-brainer for him to support the charity with a new brand—prioritising purpose over profit. 

Kicking things off, a new name and strapline were decided: ‘Stripes’… Your Stripes, Your Strength. We loved this, as it alludes to the fact that those with ADHD can take comfort from knowing ‘you’re a normal zebra, not a strange horse.’ 

From the get-go, the charity was keen on this analogy and incorporating this into the main features of its branding – including the logo suite.

We embarked on a comprehensive rebranding process to help Stripes better connect with their audience and strengthen their brand identity. This involved:

1. Brand Strategy: Developing a solid brand strategy aligned with their mission and values.
2. Brand Identity: Creating a new brand identity, including a fresh logo, colour palette, and typography.
3. Visual Language: Developing a consistent visual language that would be used across all marketing materials.

As we do with all our clients, our extremely talented designers Amin and Seemal each created a totally different design route for the charity to choose from (which, you can imagine, was a very tough decision!). One is a little more playful and childlike, and the chosen route is more typeface-led, sophisticated, and bold… But we’ll let it do the talking for itself below.

We’re incredibly proud of the work we’ve done for Stripes. Their new brand identity is vibrant, inclusive, and truly reflects their organisation’s essence. We’re excited to see how this rebrand will help them reach more people and continue their important work.

By taking on projects like this, we’re able to back up our B-Corp accreditation, give back to the community and inspire positive change.