Dragon Rouge creates name, identity and comms for the Soldiers' Charity to drive reappraisal and advocacy.
The Army Benevolent Fund has been renamed the ABF Soldiers' Charity as part of a new strategy to raise the profile of the charity and extend its reach. The charity has been the principal soldiers’ charity for 66 years, providing support for soldiers, former soldiers and their families in times of need.
In 2009 the organisation acknowledged the need for a repositioning in order to better connect with key audiences and raise the profile of its work. In July 2009, Dragon Rouge was appointed to help the charity create a new identity and personality for the brand. The programme of work has included a new corporate name, identity, websites, stationery, corporate literature, merchandising, event materials and viral campaigns. The award-winning photographer David Short has provided imagery.
The new name, identity and website (soldierscharity.org) launches on 1 February 2010. An integrated awareness campaign will follow and will include viral, online and outdoor media.
For more information contact Joe Hale at Dragon Rouge.
