MS Society
Evolutionary thinking
Project: Evolving a charity's voice and messaging
Working with: Baxter & Bailey
The UK’s largest charity dedicated to stopping multiple sclerosis, the MS Society is a vibrant organisation with bold ambitions. But with an overcomplicated voice and a tired and inconsistent identity system, it was struggling to communicate effectively. In need of a brand evolution, the charity commissioned the experts at Baxter & Bailey, who invited us to help take care of the words.
The charity was attempting to juggle two different tonal approaches; one for their internal audience and another for external audiences. It wasn’t working. We took a step back and solved this needless complexity by expressing their values and personality through a single powerful voice. It’s now crystal clear and perfectly focused, with the versatility to flex for all their audiences.
With the tone of voice in place – empowering, proud and full of understanding – we began to build out their messaging. As well as crafting a new boilerplate and a suite of top-line brand messages, we also developed audience-specific messages covering a range of scenarios, from first stage diagnosis, to fundraising, lobbying, supporting carers, and announcing research breakthroughs.
With their customary skill, Baxter & Bailey evolved the brand model and gave it expression through a clearer, stronger and more accessible visual identity. Everything came together in a flexible and inclusive brand toolkit also featuring the revised brand language. We're pleased to see it all coming to life across the MS Society’s website, fundraising campaigns, and the retail environments that are vital to the charity's big ambitions.