Alternative Futures Group (AFG) is a leading health and social care charity supporting people with learning disabilities and mental health conditions across the North West of England. Their work changes lives every day — but their brand no longer reflected the scale, confidence or leadership role they had earned.

A brand to support lives - today and long into the future

Visually, the identity needed to signal leadership in a complex and competitive sector. A vibrant, engaging colour palette brought energy and optimism, while a serif headline font introduced gravitas and authority — reinforcing AFG’s position as a serious voice in health and social care. To ground the brand in reality, we captured real moments. Photography and video featuring AFG support workers and the people they support became a core part of the identity — showcasing genuine relationships, human connection and the everyday impact of the organisation’s work. Nothing staged. Nothing abstract. Just truth.

A new strategy, vision and voice

We worked closely with AFG’s leadership to reshape their strategy, define a renewed vision and articulate a brand personality that balanced warmth with authority.

A brand built for what's next

AFG’s new brand gives the organisation clarity, confidence and consistency. It enables stronger communication with stakeholders, clearer alignment internally and a more distinctive presence within the health and social care sector. Most importantly, it supports AFG’s ambition — helping them stand out, align their teams and create new opportunities for growth, while staying true to the people they exist to serve.