Leonard Cheshire

What does it take to make a disability brand truly accessible?

A charity for all shapes

Facing the need to increase donations, engagement and profile in a challenging sector, Leonard Cheshire asked us to refresh its global brand. The new brand moves from focusing on disability to a position of positivity and inclusion, and will be seen publicly at the 2018 London Marathon. It captures the positive mindset of the Leonard Cheshire community: it’s all about what people can do, never what they can’t. The brand had to reflect many voices, and we involved over 1000 people during the project. Designing a brand that listens to 1000 voices yet remains creatively strong is quite a challenge… but that’s exactly what we’ve done for Leonard Cheshire.

A clear strategic vision to guide the creative process

Online surveys, employee galleries, workshops and disability / access panels with residents, staff and the Google Access Board meant we could involve over 1000 voices in our creative process. We needed a clear strategic vision to make that happen. The new brand promises to do “Everything Humanly Possible” in support of disabled people, a clear and motivating statement that works from domestic social care to international policy expertise. We developed a new brand architecture to bring clarity to the organisation’s programmes and focus value on the Leonard Cheshire masterbrand.


Leonard Cheshire
Leonard Cheshire

Kate Burt, Executive Director Marketing & Fundraising, Leonard Cheshire:

“The new Leonard Cheshire global brand identity created by The Clearing boldly reflects our values: proud, positive and pioneering. Working with us in a truly collaborative partnership, The Clearing has captured the vision of our founder – to create a fairer, more inclusive society. Our ambition is that by amplifying our voice through the new identity, Leonard Cheshire can reach more people and make a bigger difference to their lives.”