The Client

A milestone anniversary prompted independent charity Finchale Group to re-assess its position in the market as well as its future ambitions.

Having provided specialist employment programmes and supported people with barriers to employment for 75 years, the charity wanted to expand its service to new stakeholder groups and transform its communications with the public.

Cool Blue was tasked with developing a new brand identity that would convey Finchale’s core values and resonate with new and existing audiences.


To ensure the charity would appeal to a broader, younger audience and get the attention it rightfully deserved, the brand needed a total overhaul.

Finchale Group’s previous logo of a phoenix was dated and its messaging no longer relevant. The new brand needed to be modern. It needed to be scalable. It needed to uplift and inspire.


Through a series of workshops with staff, existing stakeholders and partners, we were able to understand how the charity operated, its points of difference and the positive impact it had on its service users. This research helped us identity the charity’s proposition and develop the key message that lay at the heart of the brand campaign: ‘It’s all positive’.

From this strapline, we developed a memorable logo that combined the universal symbol for positive (+) with a playful colour palette and bold, stand out typography.



Knowing the importance of high quality photography for attracting attention and generating engagement, we organised and oversaw a two day photography shoot. Our subjects were not ‘models’ but a diverse mix of people who either worked for or benefitted from the charity’s services. Real people with real stories. Authentic folk who members of the public could connect with.

To accompany the photography, we drafted a suite of new content for Finchale Group’s marketing materials. From creative copy, brochures and case studies, to signage, social media skins and press releases, all of the charity’s written work was brought to life in line with the new branding.

Our web team also developed a brand new responsive website that acted as the central information hub throughout the brand re-launch. Bold, simple and with clear calls to action, Finchale’s new website was not only memorable, but incredibly easy to use – encouraging users to browse longer and return to the site again and again.



Once the brand had launched, we set out to make a big impact.

We arranged briefings with all of Finchale’s key media targets to re-introduce the charity and articulate its mission, its purpose and ambitions for the future. In the months that followed, we continued to send out regular news to ensure the charity was always at the forefront of journalists’ minds; resulting in a raft of coverage that contained our strapline and all of our key messages.

We also co-ordinated and scheduled engaging social media content across Finchale Group’s channels and developed a series of social media adverts to reach relevant audiences.


Finchale Group is now positioned as a dynamic, modern charity, focused on delivering real impact and supporting its service users to achieve their potential and overcome barriers.

The clear messaging and eye catching branding has enabled the charity to gain real traction with new audiences, including a younger demographic – in fact, the charity has since acquired more service users than ever before.

Added to this, awareness of the charity is on the rise, with stakeholders and partners commenting on the increased profile within trade and regional media.

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