United Purpose
Logo development and rebranding for the Charity United Purpose
United Purpose is an international charity dedicated to advancing dignity, empowering communities, and driving sustainable change. I worked with Good Rebels in Brighton to refresh their brand identity evolving their existing logo, refining their messaging, and unifying their visual language across print and digital platforms.
The goal was to create a brand that felt modern, optimistic, and human-centred, while still remaining rooted in their mission.
The Challenge
United Purpose needed a brand update, not a total reinvention. Their existing identity held recognition and trust, but it lacked clarity, flexibility, and visual consistency. The charity wanted:
- A refreshed logo that felt bold, contemporary, and confident
- A clearer, more coherent message hierarchy
- A stronger visual presence across all materials
- A unified set of brand assets for print, digital, merchandise and campaigns
- A brand that reflected empowerment rather than charity-led narratives
This project required careful balancing: honouring the existing foundations while elevating the identity to support a more defined, ambitious mission.
Logo Redesign & Symbol Development
The redesigned logo introduces a cleaner, more modern wordmark paired with a distinct, versatile symbol. The updated icon reflects movement, positive change, and upward progression — aligning with United Purpose’s ethos of enabling people to thrive beyond aid.
Key improvements include:
- A simplified, scalable icon
- A more structured and legible wordmark
- Better cohesion between symbol and typography
- A refined colour palette with stronger visual contrast
- Flexibility for use across digital, print and campaign environments
Visual Identity & Brand System
To support the new logo, I developed a cohesive visual language built around clarity, impact, and accessibility. This included:
Typography
A strong type hierarchy that supports bold statements and key messaging, used consistently across all campaign assets and print collateral.
Colour Palette
A refined palette introducing energetic reds and warm neutrals, helping unify campaign graphics, merchandise, digital layouts, and environmental advertising.
Messaging & Brand Statements
Good Rebels developed key brand lines such as:
“Beyond Aid”
“A world where justice, dignity and respect prevail for all”
“We are united in our purpose to move people beyond aid”
These were integrated into layouts to reinforce the mission and maintain a clear brand voice.
Applications
The refreshed identity was applied across a wide range of touchpoints:
- Printed brochures and informational booklets
- Outdoor advertising (street posters and shelter displays)
- Branded merchandise including tote bags and T-shirts
- Corporate stationery (business cards, letterheads)
- Social and campaign graphics
- Digital layouts and UI elements for future online use
- Templates for internal communications and presentations
Impact
The updated identity gives United Purpose:
- A clearer and more professional visual presence
- A distinct and memorable symbol
- Stronger emotional messaging and storytelling
- Greater consistency across global touchpoints
- A brand system that supports long-term campaigns and communication
The result is a refreshed, modern identity that empowers the organisation to communicate its mission effectively across audiences and platforms.
This rebrand for United Purpose was an opportunity to elevate a meaningful organisation with visuals that reflect its mission and impact. The updated identity brings new life to their messaging, helping them communicate with clarity, confidence and purpose.
