Sova, a national charity which works with offenders and ex-offenders, has unveiled a new brand with Neo.
The new brand aims to put the focus on people, rather than the institution.
Darshana Dholakia, Sova director of PR, communications and marketing, said: “Like many organisations, the changes in funding structures have made us look more closely at our position in the market, who we are and how we talk to people about what we do.
“We're an organisation with a rich heritage, firmly rooted in the voluntary sector, but have operated very much below the radar. We needed to change that and wanted to use everything at our disposal to raise our profile and make ourselves more competitive. Our brand had remained untouched for many year so that was a big opportunity for us.
“We have worked with Neo for more than a year to refine our position in the market, and develop a brand that had meaning for our staff, the people we help, our volunteers, and those who fund us.”
Nick Christoforou, Neo managing director, said: “We felt Sova needed to really humanise their brand, to showcase that they are about people helping people. That would give them stand out in a very institutional sector, and would also act as a clear strategic focal point for the organisation.”