Rebranding a leading health and social care charity in the North West.

Alternative Futures Group is a charity who support people with learning disabilities and mental health conditions.

Courts worked with AFG to totally redefine their brand personality, messaging and overall identity, positioning them as the leader in health and social care in the North West of England.

New strategy,
new vision,
new brand.

While the caring support workers are the backbone of AFG, one of the charity's core values is to positively impact lives, every day. This belief guided the overall brand tone, ensuring authenticity and credibility in the creative. In conjunction with a vibrant and engaging color palette, a serif font was chosen to add gravitas and authority to the headlines.

Moreover, a photo and video shoot featuring real AFG support workers and individuals they support was an essential element in capturing the desired tone and showcasing the genuine connections and compassion within the organisation.

Redefining those butterfly moments

AFG's legacy branding heavily relied on its butterfly shape, which held significant meaning both internally and externally as a core element of the AFG's purpose.

We modernised this symbol, evolving it into a versatile shape library that can be used independently or as image containers across various brand assets, ensuring a cohesive and recognisable visual language across all communications.

The catalyst for an amazing future

AFG's new brand is poised for an exciting future. Overall, AFG's new brand identity will enable them to better communicate with their audiences, stand out against the noise, align on future strategies, and create growth opportunities within the organisation.

This rebranding effort has positioned AFG for long-term success and enabled them to continue making a positive impact on lives, every day.