Brand Union Launches New Brand for London Charity The Parent House

Brand Union, WPP’s global brand agency, has today launched a new brand strategy, identity and website for London-based charity, The Parent House.

Based in Islington, The Parent House was originally set up by a head teacher and local organisations, with the main goal of unlocking greater opportunities for local parents to lift children out of poverty. This unique charity aims to alleviate child poverty in the borough by providing education and training to local parents to give them the skills and confidence to change their lives.

Islington holds the second highest deprivation rate in London, with many parents struggling to feed their children. Inspired by the story behind the charity and the exceptional transformation it helps to instigate within the local community, Brand Union took on the pro-bono project, as part of its policy to support a nominated local charity. The team worked closely with The Parent House to define a distinctive proposition and identity, to expand the breadth of brand appeal to new funders and drive better awareness of the service within the community.

It was a unique opportunity for Brand Union to work more organically, collaborating with the team at The Parent House as well as parent service users to deliver a brand identity that resonated with the needs of local parents. Completed in a year, this was also a rare chance to deliver an end-to-end brand transformation within a short timeframe.

The beautifully designed new brand experience includes an inspiring identity and a redesigned website, both powerful in their simplicity and ability to help The Parent House immediately connect with those who need help, boosting the charities network potential and increasing fundraising and financial support available.

Anna Morrison, Account Director at Brand Union said: “The Parent House is an inspiring charity that has changed hundreds of people’s lives in the local area. We are proud and privileged to work alongside such an amazing charity, helping them to define and build their incredible story into the strong brand identity it truly deserves.

From the offset this has been a challenging and exciting learning experience, on both sides, as we’ve increasingly seen the importance of engaging with real service users when revitalising a brand with such a direct relationship with the local community.”

Gina Camputaro, Director of The Parent House said: “We want to help as many people as possible in the local area but we’ve found it hard to communicate the benefits of the charity to those who need it most. Brand Union has helped us to identify and capture  our strengths and our aims for the future as well as helping us to find our voice. The new visual identity has given us much more confidence in the way we speak about ourselves to new parents and funders alike, and all of this is backed up by beautiful new communications materials and a website that is really parent-friendly and makes accessing our services so much easier.’