INSIGHT

With over 35 years’ experience under their belt, Changeworks is Scotland’s leading environmental charity. And they had an equally impressive aim – to decarbonise Scotland’s homes to help tackle the climate emergency.

The charity needed to launch a consumer-facing brand that could live up to the scale of its future plans and support its expansion of services from B2B to consumer. It also wanted to differentiate the brand from its historical joint venture with Change Waste Recycling, while increasing brand awareness with Scottish homeowners.

It was time for a home makeover.

IDEA

We started with the brand foundations. A brand positioning workshop powered by our collaborative platform was an interactive and engaging session that led to a consumer-friendly brand positioning wheel, and a team that was on board with the new credible and motivating service proposition from the outset.

From this, our creative team got to work on an identity, brand assets, photography and tone of voice for Changeworks that was distinctive, memorable, simple and recognisable at small scale.

We transformed their previous identity from a muted, recessive and earth-toned logo, to a new, iconic design that captures attention and easily sticks in the mind of new audiences. A new brand was born.

IMPACT

In the span of just over a year, Changeworks’ strategic brand repositioning yielded significant results. Prompted brand awareness tripled, placing them as the third most recognised among their energy advice peers. When given a description of the organisation, awareness leapt from 22% in 2022 to 40% in 2023, with 1 in 10 now having in-depth organisational knowledge.

Through a comprehensive process of strategic rebranding, Changeworks has dramatically transformed its public perception and engagement, turning ambitious objectives into measurable successes.
It was an efficient project for the masters of efficiency.