Scottish Child Law Centre
Brand Identity / Print / Illustration
The Scottish Child Law Centre has provided legal advice to families, young people, children and professionals for 30 years. They are one of the few free national services whose calls are answered by qualified solicitors, giving legal advice to those in complex circumstances on topics that relate to children and the law via telephone and email.
Specialising in education, residence, contact, additional support needs, youth offending and child protection, they defend the child’s right to confidentiality and to have their voice heard. They provide high quality training services, talks and workshops for organisations and schools on all aspects of child law.
Brief
To develop a new brand that would speak to young people specifically, representing SCLC as a safe and reliable organisation that their key target audience could reach out to directly.
Their old brand looked off the shelf; as the only national organisation providing free support from qualified lawyers, rather than just advice, they are the opposite of run of the mill and needed a brand to accurately represent them.
Challenges
Given the sensitivity of the subject, photography was difficult to source and often difficult to maintain permission for. This required an alternative solution when considering brand outputs.
Solution
We used a distinct illustrative style to build the foundation of the brand, instilling the organisation with a warm, welcoming and child-friendly aesthetic that would appeal to the key audience. The maturity and cohesiveness of this style, in conjunction with the rest of the brand elements, ensured it also spoke to government and key funders.
The illustrative direction also allowed us to avoid the need for photographs, representing inclusivity without confidentiality issues or the use of impersonal stock imagery.
Impact
The brand has since been rolled out across their website, training materials and social media, providing the organisation with the visual presence it warrants and ensuring they can reach the people that need their support the most.
