Creating a grown-up profile for a children’s charity


Chance UK asked us to create a new identity and collateral that would appeal to different audiences while still being cost effective. We answered with solutions that have stood the test of time and helped to protect the client’s intellectual property.


The client is a charity that runs early intervention programmes to change the challenging behaviour of young children through mentoring and family support. They were keen to develop an identity that would enable them to stand out in the crowded charity sector, which we could then extend into key promotional channels. These included an annual report and a website, both of which provided longevity and flexibility as well as cost effectiveness.


We appreciated that creating user-friendly, pared down assets was vital for this client so we started by creating a limited but impactful colour palette. This was complemented by a strong use of illustration to highlight the ‘anything’s possible’ nature of the charity’s work. Illustrations often combine with real life photography of the children or they support to retain a sense of realism. The result is visually appealing but encompasses the serious nature of the charity’s work.

The client was spending a lot of its budget on print, so we advised them to concentrate on using their annual report as a brochure, and we built this versatility into the design of the report. We also recommended creating a folder with eight pages of key content which they can add to with individual page inserts in A4 and A5 pockets. This enables them to tailor what they send out to the recipient’s needs, at little cost. The client uses the folder for various purposes, from events and meetings in Parliament to mailing potential or new mentors and donors.

Turning our attentions to the charity’s website: it contained some good content but was structured badly and the organisation’s resources for mentors were available for anyone to use. As a result, its ideas and intellectual property were being used by other charities. The client couldn’t do updates themselves and were charged each time they wanted to alter anything.

We restructured and rewrote the content and populated the new site, which we built on WordPress using the new brand and illustrations we’d developed. Vitally, we sectioned off and password-protected the mentors’ area to protect the IP within it. The client can now make changes themselves as and when they wish and are confident in doing so thanks to the training and training materials supplied by Blackwood.

We at Chance UK are extremely pleased with our new website. We have got so much great feedback and really think it will help drive our organisation forward. Thank you to all at Blackwood.

Caroline Hopkins, Senior Programme Manager, Chance UK

When Chance UK turned 21 in 2016, we were delighted to produce the invitations, screens, banners and other collateral for their anniversary event, and we continue to work with the charity on a proactive basis.


We’re very proud of our strong long-term relationship with this inspirational charity and that our work has featured in high-profile events – including, most recently, at a special event at Islington Town Hall to showcase the charity’s early intervention work to HRH The Duchess of Cambridge.

The charity’s printed and online communications now work together seamlessly thanks to the consistent use of the brand, enabling it to recruit quality mentors and pursue high level corporate sponsorships to continue its vital work.

Switching from writing and designing a full Annual Report each year to the folder and insert arrangement has meant that, over a three year period, Chance UK has realised a 55% saving – enough to cover the cost of the website redesign and build. And this is aside from the other printed brochures that they were producing specifically for families, schools and social services. With the pack in place Chance UK saves 79% in design and print per year.