We used language and design that young people create and consume every day – and by rooting Childline in this world we’ve created a brand that is fresh and relevant, increased the brand’s relevance and credibility and breaks down barriers so more and more young people use the service. A new suite of photography, developed with Tom Hull, and a wide variety of illustration styles also gave the brand the flexibility to do this and reach out to more children and young people.

We won the Best In-house rebrand award at the Fresh Awards for our work. And most importantly we’ve seen our brand improve its place on the Charity Brand Index, and campaigns featuring our new brand are also having a positive influence on how we’re perceived