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Nov 21, 2017

The GUTS to go further

by Kevin Frost - Creative Partner

The GUTS to go further

It’s not every day you get the opportunity to both redefine and redesign a charity but earlier this year that’s exactly what we did at Toucan.

The organisation in question was CORE, which exists to help people affected by digestive diseases and disorders, taking its original name from the fact that the digestive system is the 'core of the body'.

It’s a small charity that only a few have probably heard of but it’s continued to support so many and one that I only discovered through personal experience myself.

Considerable suffering is currently endured by hundreds of thousands in the UK every year and working in close association with the BSG (British Society of Gastroenterology), CORE’s mission is to get to the source of the issues through research and eradicate them for good.

However this comes at a price and with little awareness of the charity’s purpose, things weren’t best placed for the future. Furthermore no one knew where to look if they needed support or indeed wanted to give support, which was the case with me.

So this is where we stepped in.

Working as a true partner and running Trustee working groups we conducted research with both patients and healthcare professionals into what we needed to do, when we needed to do it by and what success should look like.

We proposed a number of changes to the CORE brand approach and a clear strategy for communications along with fundraising mechanics. These changes all involved a radical overhaul of the group’s identity and more importantly, its name.

If people didn’t know what CORE was, how would they ever find it?

So we developed a number of new looks with supporting brand statements to research. There was one clear winner, one that ticked all the boxes for cut-through, clarity and stand out.

Simply put … welcome to GUTS UK.

The new identity has already received extremely positive feedback in the marketplace with 2018 planned to be a massive year for the charity and its purpose.

We continue to work closely with the GUTS.UK team and looking forward to helping them make the most of an exciting rebrand which certainly has ‘guts’ to do more for sufferers, families and healthcare professionals alike.

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