Alternative Futures Group (AFG) is a leading health and social care charity supporting people with learning disabilities and mental health conditions across North West England. Its brand no longer reflected the scale, confidence or leadership it had earned.
A brand to support lives - today and into the future
The identity needed to signal leadership in a complex, competitive sector. A vibrant colour palette brought energy and optimism, while a serif headline font added gravitas and authority.
Photography and film featuring AFG support workers and the people they support grounded the brand in real life—capturing genuine relationships, human connection and everyday impact. Nothing staged or abstract. Just truth.
- 01Strategy
- 02Messaging
- 03Brand identity
- 04Design system
- 05Photography
- 06Animated brand
- 07Website
- 08Launch campaign
A new strategy, vision and voice
We worked with AFG’s leadership to reshape its strategy, renew its vision and define a brand personality that balances warmth with authority.
A brand built for what's next
The new brand gives AFG greater clarity, confidence and consistency—strengthening stakeholder communication, internal alignment and its presence across health and social care. It supports the organisation’s ambition to grow while staying true to the people it serves.
