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Youth charity Key undergoes brand refresh and website redesign with 22 Group


By Gillian West, Social media manager

February 21, 2013 | 2 min read

Youth charity Key has commissioned Manchester-based branding, digital and marketing agency 22 to reinvigorate and refresh the look and feel of the brand.

In a bid to reconnect with its target audience of young people, up to the age of 25, Key tasked 22 with reinventing the Key logo and branding as well as developing a new website which would not only appeal to young people but also convey vital information.

“Key decided to update its identity as although our black and white Key was well designed and had been used for a long time, a number of young people had commented that it was boring and austere. We were looking for something to reflect that we are young person focused. We wanted something more colourful and more vibrant,” commented Ursulla Patten, director of Key.

The new modern and engaging logo includes subtle references to the shape of a ‘Key’, a bright colour pallet, angular typography and photos of service users has now been employed across all brand collateral, including the charity’s website.

Patten added: “We were delighted with the new logo- it was bright and simple- we felt that it wouldn’t date. This was the starting point for the redesign of the website. The old website was very static and one dimensional and again didn’t reflect Key’s ethos.”

Creative director at 22, Robin Arnold, added: “It was great to work with a charity that gives so much back to the youth community of today, it made this project so much more meaningful. It’s a privilege that our designs and strategic positioning of the brand will help young people to get the assistance that they need.”


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