A year since we created a new name and identity for ABF The Soldiers' Charity, the charity has seen a 22% increase in corporate income and a 85% increase in donations for their flagship fundraising event, The Big Curry.

On 1 February 2010 The Army Benevolent Fund was renamed ABF The 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 providing support for soldiers, former soldiers and their families in times of need but the organisation acknowledged the need for a repositioning in order to better connect with key audiences and raise the profile of its work.

The charity set an ambitious target of doubling its income to £14 million in five years, and saw the rebrand as a significant step in increasing their profile and relevance with new audiences.

The name change to ABF The Soldiers’ Charity positions the charity at the heart of its purpose and beneficiaries; For Soldiers. For Life. It retains the rich heritage and story of the Army Benevolent Fund but injects a sense of new identity and clear belonging. The words ‘benevolent’ and ‘fund’ were felt to be misrepresentative of the charity’s new ambition and research showed they didn’t resonate well with soldiers, the public and corporate supporters. The new identity, a three-tier stacked ribbon, symbolises the lifeline positioning and support provided by the charity.

Dragon Rouge was appointed in July 2009 to help the charity create a new identity and personality for the brand. The programme of work included a new corporate name, identity, websites, stationery, corporate literature, merchandising, event materials and viral campaigns. The award-winning photographer David Short provided imagery. An integrated awareness campaign followed in the summer and included viral, online and outdoor media and at the end of February, the website for their flagship campaign – The Big Curry - launch along with a fundraising campaign throughout the month of April.

Emma Harvey, Director of Fundraising and Communications at ABF The Soldiers’ Charity said: “This is  the start of an new era for ABF The Soldiers’ Charity as we raise the profile of the charity and look to double our income to ensure we have sufficent funds to help soldiers and their families in need.  We want soldiers to know that we are here for them, for life and for the public to know that by supporting us, they support our soldiers past and present.”

Joe Hale, Client Director for Dragon Rouge added: “ABF are passing through a period of profound cultural change and this launch symbolizes and new ambition within the charity. We’re confident the new identity and branding will help them achieve their targets and reaffirm their position as the principal soldiers’ charity.”