A reading revolution

  • The Reader
  • Education, Health
  • Design, Strategy and Planning

National charity The Reader, which has spent more than 20 years bringing people together and books to life, commissioned Kaleidoscope to refresh and redefine its brand as it prepared to re-open its headquarters in Liverpool’s Calderstones Park following a £5m refurbishment. 

 

The Reader believes that literature is a tool for helping us to survive and live well.

Radical and dynamic

The visual identity was developed to communicate the warmth and connection of the ‘reading revolution’ at the heart of The Reader’s work.

It aims to communicate all aspects of The Reader’s brand to reflect who they are today – a warm, radical and dynamic organisation that has literature and people at its heart. 

The updated identity includes a refined version of The Reader’s previous organisational logo that will help the charity to attract a more age-diverse audience as it looks to scale its reading revolution. The simplified design has been chosen to work better across digital platforms. 

We also created a family of sub-brands for the visitor experiences on offer at The Reader at Calderstones. These range from The Reader Storybarn, an imaginative playspace dedicated to the delights of reading for pleasure in families, to The Reader’s social enterprises, including the Café and Ice Cream Parlour, which generate revenues to support the charity’s work with communities. 

The identity was developed in a pragmatic fashion, using practical working sessions with senior leaders from The Reader to define a clear brand hierarchy and strategy, ahead of developing visual approaches and brand guidelines in a timeframe of just eight weeks.

Why it matters

The Reader believes that the unique power of literature has the potential to connect individuals, help us feel better and to rebuild lost social bonds.

It brings people together and books to life in order to make warmer, healthier, stronger communities. 

This was a wonderful project to be involved with an organisation that has incredible ambitions to grow its social impact and deliver lasting impact to the communities it serves and the wider health and well-being sector.

A unique difference

  • Windmills Foundation
  • Education
  • Design, Development, Video and animation

The Windmills Foundation aims to inspire a future generation of young people to maximise their skills, talents and passions to make their unique difference in the world around them. We worked with Windmills to create a new website to showcase its extensive library of resources; alongside an animation and interactive tool.

At the heart of the brief was a focus on the user journey to enable easy navigation of the wide range of programmes that Windmills has developed and make the tools and resources easily available. 

Inspiring a generation

Working with the existing Windmills Foundation identity, we initially created a visual concept for the site which was fresh and clean, whilst also aligning with wider communications and collateral that Windmills had produced.

This was then taken into development using WordPress in which we developed a three tier menu to enable easy navigation of the wide range of resources in a sustainable manner. Take a look at the site.

Alongside the website we also developed an interactive tool, using React, to enable users to discover the skills they love using and are really good at – try out the tool here.

Finally, we also developed a character-led animation to provide an introduction to the Windmills Foundation, its ethos and vision. This is carried on the website to provide a prominent explanation of the organisation – take a look at the animation on this page below.

Why it matters

Windmills Foundation has a vision to creatively collaborate with like-minded partners on exciting projects that inspire and empower young people to live their best lives and make their unique difference in the world. They take a whole life, whole person, whole organisation, whole community approach.

Empowering young people to be in control of their choices and their future is so important, and the role that Windmills Foundation plays in enabling this is fantastic.

Brand development

  • Liverpool University Hospitals
  • Health
  • Campaigns, Design, Strategy and planning

We worked with one of the largest acute trusts in the country, Liverpool University Hospitals NHS Foundation Trust, to develop a new brand to enable it to bring its vision, values and future ambition to life.

With multiple sites, a range of legacy brands and an emerging new strategic direction this was a wonderful challenge to develop a robust brand for a significant new organisation.

Our future together

Liverpool University Hospitals NHS Foundation Trust (LUHFT) was formed through a merger of Aintree University Hospital NHS Foundation Trust and Royal Liverpool and Broadgreen University Hospital Trust.

As a new organisation, it became one of the largest acute trusts in the country and one of the biggest employers in the region with an annual budget of £930 million. Unlike many other NHS mergers, the merger was driven by the clinical staff, who made the case for bringing the two organisations together in order to improve patient care. 

We were commissioned by LUHFT to establish a clear brand framework for how it communicates its vision, values and strategic objectives in a way that is meaningful to all stakeholders.

Using an evidence-based approach we initially carried out a wide range of engagement with LUHFTs diverse stakeholders from patients, staff and senior management through to partners, regulators and Board members. This was used as a foundation that informed a written brand narrative, positioning and tone of voice that:

  • Communicates what LUHFT stands for
  • Reflects its vision and values
  • Is distinctive, yet authentic
  • Provides a mechanism to engage staff and instil a sense of pride so that they become brand ambassadors
  • Becomes something that the local community can believe in, be proud of and engage with.

With the written brand story in place we then moved on to consider the visual expression of the brand; developing a unique look and feel, brand architecture and a comprehensive set of brand guidelines to inform how the brand should be brought to life across the organisation’s many touchpoints.

Following a period of robust testing of all aspects of the new brand amongst key stakeholder groups, it was approved for roll-out and we worked with LUFHT to deliver a range of priority communications initiatives including the roll-out of the new organisational values and strategic reports; alongside collateral to embed the new brand across video, screensavers, email, posters, infographics and more. 

Why it matters

LUHFT is an anchor institution for the Liverpool City Region. It has a huge role to play in the future health and prosperity of our region, so it was vital to deliver a brand that connected with the region and the future ambition of the organisation to facilitate its growing impact.

This was a fantastic project to work on with a flagship organisation in our region. The close collaboration with multiple stakeholders throughout from initial research through to testing and implementation allowed us to develop a brand that was authentic to LUHFT and its future.

Windmills Foundation develops innovative approaches and resources that enable young people to create their vision for the future.

Why Windmills Foundation matters to us?

Windmills Foundation has a vision to creatively collaborate with like-minded partners on exciting projects that inspire and empower young people to live their best lives and make their unique difference in the world. They take a whole life, whole person, whole organisation, whole community approach.

Find out what matters to them here

What we’ve done with Windmills Foundation

  • Website design and development
  • Interactive decision-making tool
  • Character-led explainer animation

The Reader is a national charity that wants to bring about a reading revolution, so that everyone can experience and enjoy great literature, which it believe is a tool for helping humans survive and live well.

Why the Reader matters to us?

The Reader believes that the unique power of literature has the potential to connect individuals, help us feel better and to rebuild lost social bonds.

It brings people together and books to life in order to make warmer, healthier, stronger communities. 

Find out what matters to them here

What we’ve done with The Reader

  • Brand identity development
  • Brand guidelines
  • Impact reporting
  • Retail and environmental graphics

Iceland Foods Charitable Foundation (IFCF) has donated an incredible £30 million to date since its launch in 1973.

Why IFCF matters to us?

IFCF has a mission: to make life better for people.That’s why it raises money and awareness for good causes – and because it believes it’s simply the right thing to do.

Find out what matters to them here

What we’ve done with IFC ?

  • Design and development of a new website

Alder Hey Children’s Hospital cares for over 330,000 children, young people and their families every year.

As one of Europe’s biggest and busiest children’s hospitals, it treats everything from common illnesses to highly complex and specialist conditions.

Why Alder Hey matters to us?

Alder Hey is an incredible organisation that does amazing things for children and their families across the UK. It is focused on the future through its innovation and pioneering research but is anchored by its unwavering commitment to giving children the very best care, and sets out to make them feel happy, safe and confident as they play, learn and grow.

Find out what matters to them here

What we’ve done with Alder Hey

  • Brand identity
  • Animations
  • Strategic reports and publications
  • Environmental graphics and signage
  • Employee communications
  • Employee campaigns

Iceland Foods is a British retailer with over 900 stores across the UK and 40 owned or franchises stores in Europe.

Why Iceland matters to us?

Iceland is committed to being a truly responsible business and has placed sustainability at the heart of its strategy. We are proud to support them in communicating their ambition and significant progress they are making as they champion sustainability across the retail sector.

Find out what matters to them here

What we’ve done with Iceland

  • Sustainability website
  • Sustainability reporting
  • Campaigns on social issues

Building a brand

  • Bethell
  • Infrastructure
  • Design, Strategy and planning

We worked with Bethell to develop a new brand identity to support its ambitious growth plans in the construction and utilities sectors.

Key to this brief was the need to deliver a solution that was practical as well as creatively engaging through fully understanding how the brand would be implemented by the client across its many sites and operations.

A brand for expansion

Bethell Group is one of the UK’s leading privately-owned integrated construction and utility services companies. We were commissioned to review and develop a new brand identity for the organisation as it embarked on an ambitious expansion plan.

A collaborative creative development process, involving workshops with Bethell’s senior leadership, enabled us to identify the core requirements for a new brand that would support the future business.

We then developed a range of creative options for a new core mark and wider visual language that would not only represent the organisation effectively but critically work across a diverse range of touchpoints for an organisation that has employees across offices, in transit and on site across the country.

The final solution provides clarity on the new Bethell proposition, clearly defining its portfolio across two service areas (civils and utilities), with a visual language that provides flexibility for the utilities service to deliver targeted communications to its specific market.

Why it matters

Bethell are moving into an ambitious period of growth and recognised that a clear and strong brand identity was crucial to their aspirations as the organisation expands into new areas – providing a strong foundation to engage new clients and attract new employees.

Organisations like Bethell are critical to the flow of our society, putting in place the roads, networks and infrastructure that we need to live, work and play.

Engaging a workforce

  • QVC
  • Retail
  • Design

Kaleidoscope has worked with QVC over several years to design key tools that are integral to its employee communications and engagement strategy.

QVC has a workforce spread across the globe so it’s been important to recognise the different cultures at play and the communications delivery models at local levels

Creative for a global audience

Our work has included the development of a range of reports, presentations and digital content on issues such as culture, gender pay gaps and celebratory events.

Working within the QVC brand guidelines we have worked collaboratively with the QVC team to understand their ambitions and have provided fresh, creative thinking to deliver brand communications of the highest standard that could operate across different teams, countries and continents.

Why it matters

Engaged employees lead to improved productivity and efficiency, retention of customers and reduce the turnover in staff. Most importantly, engaged employees are happier, both at work and in their lives. We believe that it is therefore vital to deliver effective and impactful internal communications across any organisation to raise engagement levels, none-more so than at QVC where over 20,000 staff work in multiple locations across the globe.

Taking time to understand the QVC brand identity has been crucial in allowing us to activate it effectively across the multiple projects and channels that we’ve delivered.