Studio Texture overhauls identity and renames children’s charity ICAN

The charity’s new identity features a “speech bubble family” which come to life as relatable characters for children with speech and language challenges.

Studio Texture has rebranded and renamed charity ICAN – now Speech and Language UK- with an identity which uses characters and speech bubbles.

The charity’s goal is to reach more of the 1.7 million children who have difficulties with talking and understanding words. According to Studio Texture creative director Stuart Youngs, finding a new name for the charity was a challenge because “nothing that’s obvious is available, and almost anything ambiguous will fall at the first hurdle”.

The ambiguous nature of the charity’s original name meant that “those who needed it, couldn’t find it”, says Youngs. He explains that this is the reason for “a re-emergence of more descriptive names” in the charity sector.

Though simplifying the name solved one problem, Youngs says that it put more “pressure” on the studio “to dial up the emotion in the expression of the brand”. He adds that the idea to use speech bubbles to “express emotions in more than words” came from insights provided by qualitative research, which the studio carried out in collaboration with Breath Research.

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Credits

Client: Charity ICAN

Agency: Studio Texture

Source: Designweek