Point North: Expanding reach beyond County Durham

The County Durham Community Foundation (CDCF) is a grant-making organisation supporting communities in County Durham and the wider North East region struggling with poverty.

Established in 1995, the CDCF had a strong reputation but felt its visual brand and name didn’t fully reflect its current work and future aspirations.

The Challenge

The County Durham Community Foundation faced a three-pronged challenge.

The success of its ‘Poverty Hurts’ campaign was confused by overshadowing the CDCF's own brand identity. Additionally, the CDCF’s visual identity felt outdated and needed a refresh to connect with modern audiences. Its growth strategy also demanded a brand that could attract new donors and extend its reach beyond County Durham.

Our Approach

Cool Blue took a multi-layered approach to revitalise the County Durham Community Foundation’s brand. To gain a deep understanding of the existing brand landscape, we conducted a thorough brand audit. This involved evaluating the CDCF’s current visual identity, any sub-brands like ‘Poverty Hurts’ and the overall messaging used to communicate with its audience.

Next, we recognised the importance of stakeholder engagement and facilitated discussions with key groups like donors, grantees who receive funding and the CDCF’s board. This ensured the new brand would resonate with all parties involved.

In parallel with stakeholder engagement, we explored the possibility of a name change. We considered this alongside the future of the ‘Poverty Hurts’ campaign, aiming to create a cohesive brand identity.

To further refine its strategy, we defined the CDCF’s core audience segments, such as potential donors or community groups seeking grants. Understanding these audiences’ needs and preferences allowed us to tailor the messaging and brand image accordingly.

With a clear understanding of the CDCF’s goals and target audience, Cool Blue developed a new brand positioning and crafted concise messaging statements. Those which would become the core foundation for all future communication from Point North.

The Outcome

The rebrand of the County Durham Community Foundation produced a series of positive outcomes. Firstly, the organisation adopted a new name – Point North. This change reflected its broader geographical focus, encompassing more than just County Durham. Additionally, ‘Point North’ conveyed a future-oriented approach, signifying their commitment to long-term impact.

Cool Blue designed a fresh look for Point North. This included a new logo, a selection of fonts and a modern colour scheme. The new visuals presented Point North with a professional and contemporary image, better suited to attract new audiences and donors.

Furthermore, the rebrand addressed the confusion surrounding the ‘Poverty Hurts’ campaign. Cool Blue transitioned the campaign into the ‘Change Today’ fund. While the focus on tackling immediate needs remained, ‘Change Today’ better aligned with the overall messaging under the Point North brand.

To ensure consistent communication across all platforms, Cool Blue developed a comprehensive brand guideline document. This document served as a roadmap, outlining the accurate usage of Point North's new visual identity and messaging.

Finally, the rebrand extended to Point North’s digital presence. Its website and all communication materials received an update, ensuring a cohesive brand experience across all touchpoints.

Take a look HERE

Overall Success

The Point North rebrand has been well-received by stakeholders. The new name and visual identity better represent the organisation’s mission and vision. Point North is now positioned for future growth, attracting new donors and expanding its reach to support more communities in the fight against poverty.

Cool Blue’s strategic approach and creative expertise helped Point North achieve a successful rebrand. By understanding the organisation’s goals and challenges, we developed a brand that is clear, impactful and future proof.

Michelle Cooper, chief executive at Point North, said: “Cool Blue’s work on the Point North rebrand has been instrumental in propelling our organisation into a new era of growth and impact. Their deep understanding of our mission and target audience, coupled with their creative expertise, has resulted in a brand identity that truly resonates with our stakeholders.

“The fresh, modern look and feel, combined with the strategic development of our new name, Point North, has enabled us to expand our reach beyond County Durham and make a greater difference in the lives of those facing poverty.”