The Gate London Rebrand Tomorrow’s People Charity

Tomorrow’s People has enlisted The Gate London to help them rebrand. Tomorrow’s People empower young people who’ve grown up without hope and give them the confidence and the skills to find work, realise their potential, and value themselves. They aim to help them find jobs that are right for them, where they are fulfilled, and are ambitious for the future.

Through their national network of Youth Hubs, they hope to help 35,000 young people into work by 2022. Their Youth Hubs will deliver a tailored service for each young person, continuing to support them and their employer for up to 18 months to ensure long-term success.

Tomorrow’s People talk of the rebrand on their website:

“We have been doing this for 30 years. And we do it well. When people know us, they believe in us. But not enough people know us.

That was the challenge we took to creative agency, The Gate, as we finalised a new and ambitious strategy. We asked them to help us raise our profile so we can reach more young people most in need.

The Gate believed that our existing brand and language masked the passion and commitment that really drives us.

The amazing work of teams across the whole of Tomorrow’s People and the achievements of everyone we help are what set us apart as an organisation. That is why we believed we needed a more distinctive and striking identity, reflecting who we are, the young people we help and what we do.

Our brand launch also showcased the work of talented young artists who were invited to interpret our new identity, providing a platform to help them break into the creative industry. Here are just some of the outstanding contributions exhibited at yesterday’s launch at The Hospital Club:

The Gate did a nice piece on their work for the rebrand on their website:

The Challenge

Create an identity and brand story for Tomorrow’s People – the charity that helps thousands of young people not in education, employment or training prepare for their working lives.

The Insight

Talent is equally distributed, but access to opportunity isn’t. A “Trapped young person breaks free” became the core articulation of both the problem and the role Tomorrow’s People plays in overcoming it.

The Execution

To communicate this story effectively, we turned a cold, corporate visual identity into a dynamic brand, with a distinctive tone of voice and attitude. The refreshed Tomorrow’s People logo is like nothing else, visually; a bold, positive and friendly design that subtly incorporates the letters T and P – confidently reflecting the charity’s personal approach and impressively effective methods. 

The Result 

Martin Brookes CEO said “The amazing work of teams across the whole of Tomorrow’s People and the achievements of everyone we help are what set us apart as an organisation. That is why I believe we needed a more distinctive and striking identity, reflecting how we work and what we do. Working with The Gate has been a fantastic experience and vital to helping us achieve our goal to reach more young people who are most in need.”

Links

http://www.tomorrows-people.co.uk

https://london.thegateworldwide.com/

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