Corporate Edge has been appointed to create the new identity for what is to become Britain’s number one charity with focus on Age, following the merger of Age Concern and Help the Aged’s charitable and commercial interests.
Corporate Edge was appointed to the brief following a competitive pitch process. Throughout the brand project, the consultancy will provide support, advice and counsel to the marketing and communications teams to bring together the new organisation’s influencing and public policy work, collective services and products under one new name and brand.
The new charity's Chief Executive Tom Wright stressed the significance of the project and the need for an experienced brand consultancy. “This appointment is an exciting and important leap forward as we create a brand for the new organisation. This is the largest and most significant organisation created in the not for profit sector for some years, so it is vital that we take our time and get it absolutely right."
"It’s for precisely that reason that we are consulting older people themselves to gather their views and opinions on the future of the new organisation – Corporate Edge has a crucial role to play in helping us develop a brand identity which works for older people across the UK and the wide range of products and services we deliver to them” Wright said.
Chairman of Corporate Edge Chris Wood expressed his enthusiasm for working with two organisations of such rich heritage. “We are thrilled to have won the brief to advise Age Concern England and Help the Aged on the brand development of the new organisation. Both organisations are household names, with decades of achievement to boast of and a proud record of success in helping older people.”
Corporate Edge will start work immediately.