Since 1966, Blythswood has been working to share the love and hope of Jesus with vulnerable communities around the world. But after successive redesigns of its logo and visual identity over nearly seven decades—often rolled out inconsistently across its network of charity shops—the brand felt fragmented and disparate, leading to confusion about who Blythswood is and what it does.

As the charity looked to the future, its leadership approached us to deliver a refreshed brand identity that would honour its heritage, establish consistency across its global touchpoints, marketing materials and charity shops, and engage a new generation of supporters with its vision.

We crafted a new visual identity with positioning that articulates both the practical and eternal priorities of Blythswood’s vision: changing people’s lives now by providing aid, relief and release from disadvantage, while also working to see lives changed forever by holding out the good news of Jesus—the message of the cross which is the only way to eternal life.

So, the cross remains at the heart of the new logo—no longer just a green medical cross as a symbol of practical aid, but the cross of Christ as a clear expression of the charity’s gospel mission. A new signature orange stands out from the sector, bold typography carries the charity’s message, and a sweeping graphic system demonstrates forward momentum, change and progress. New positioning and messaging connects local generosity with global change—for example, ‘Inverness, you are changing lives in India, for good and forever’.

With the new brand identity and messaging in place, we provided consultancy and training to Blythswood’s in-house marketing team to help them communicate the charity’s message effectively, strategically and consistently.