Embrace
When Embrace (formerly BDCPS) came to me, they were preparing for their 75th anniversary- a huge milestone for a charity that had supported children and young people with complex medical needs for decades. But their brand - and even their name - no longer reflected who they were or the incredible work they were doing.
Over time, their service users had changed, their offering had evolved, and their name (“Bedfordshire Disability Community Physically Handicapped Society”) had become outdated, long, and hard to remember. It was time to create a brand that truly captured their warmth, joy, and community spirit.
The original name and branding had served them for over 50 years, but no longer represented the charity’s purpose, reach, or heart. It was confusing for service users and difficult to communicate with funders and supporters. They needed a new name, a new identity, and a clear strategy to bring everyone from trustees to service users on board with the change. Most importantly, they needed a brand that could grow with them into the next 75 years.
We started with a series of brand workshops involving trustees, employees, parents, and service users. The goal was simple: to rediscover who they truly were at their core. Through this collaborative process, a new sense of purpose and energy emerged - one focused on inclusion, joy, and community. That clarity inspired everything that followed, from naming to visuals to messaging.
The new name, Embrace, perfectly encapsulated their spirit: a charity that welcomes, supports, and uplifts everyone it touches.
Once the name was agreed upon, we built a dynamic, playful, and heart-led visual identity that celebrated diversity, movement, and positivity. The design features bold, friendly colours, abstract shapes inspired by connection and care, and a logo that radiates joy. The new brand was then rolled out across digital channels, printed materials, and event branding, giving the team the tools to share their story again proudly.
The rebrand has transformed not only how the charity looks, but how it’s perceived. Embrace now feels modern, professional, and full of life - perfectly reflecting the impact it makes every day. The new brand united trustees, staff, and service users under one cohesive vision, helping them communicate their mission with confidence and pride. The response from the community was overwhelmingly positive, and the rebrand has set the stage for even greater impact in the years ahead.
Full Rebrand + Brand Strategy Workshops + Naming Project
+ Brand Identity + Brand Launch Assets + Brand Management
2024-2025