(And what the AFG rebrand shows us about getting it right)
Branding is often seen as the domain of commercial B2B and B2C businesses — the place where competition is fierce, differentiation matters and every touchpoint must work hard.
But for non-profits, the stakes are just as high. When your mission relies on trust, clarity and emotional resonance, your brand becomes one of your strongest tools.
That’s exactly what we saw in our work with Alternative Futures Group (AFG).
They’re a leading health and social care charity supporting thousands of people across the North West, but their brand no longer reflected the scale, impact or heart of the organisation. Together, we created a brand that feels confident, human and aligned with the life-changing work they do every day.
And their journey highlights a bigger truth: non-profits need strong branding every bit as much as businesses — often more.
Branding is more than identity — it’s clarity of purpose
A strong brand doesn’t start with colours or icons. It starts with understanding:
- Who are we?
- What do we believe in?
- Why does it matter?
AFG had an established symbol — the butterfly — but the surrounding brand no longer supported their ambition. We worked with them to evolve that mark into a flexible visual and strategic system that could express their confidence, compassion and focus on positive futures.
Standing out matters — even when your goal isn’t profit
The non-profit landscape is crowded and audiences only have so much attention to give.
A clear, confident brand helps you cut through.
For AFG, we created an identity that’s distinct in their sector — bold, uplifting and instantly recognisable. Their updated brand doesn’t just look modern; it positions them as a leader in health and social care, reflecting the real expertise and scale behind their work.
When organisations look and sound like the experts they are, people are more willing to trust them.
People connect with humanity, not jargon
Support is emotional. Whether someone chooses to donate, volunteer or partner with you, their decision is made on feeling first, logic second.
A strong brand helps build that emotional connection, and for AFG, real people were central to the story. We developed a photography and video direction that brought their work to life authentically, showing the genuine relationships between support workers and the people they care for.
Non-profits don’t need complex statements or corporate-sounding manifestos.
They need clarity, warmth and a brand that feels human.
A strong brand drives action — not just awareness
Branding isn’t just about looking good. It’s about helping people understand what you do and why they should care.
Done well, it leads to:
- more engaged supporters
- stronger partnerships
- greater confidence from funders
- increased internal alignment
AFG’s refreshed brand has given them the tools to communicate with confidence, explain their impact clearly and inspire people to get involved. It’s a strategic foundation for growth — not just a visual upgrade.
The takeaway? Branding isn’t optional for non-profits — it’s essential
Just like businesses, non-profits need to communicate clearly, differentiate effectively and build trust. But unlike businesses, their impact depends on it.
AFG’s rebrand shows what’s possible when a non-profit invests in its identity: clarity, confidence and a brand ready to support real-world change.
A strong brand won’t solve every challenge. But it will make every conversation, every campaign and every connection work harder for your mission.
