Responses by Sean Thomas, executive creative director, Jones Knowles Ritchie
Background: The key task was to create a new identity that would reflect the mission of the national youth charity to support high-achieving youth from low-income backgrounds to move into top universities. The new identity of the Social Mobility Foundation looks to unify many different identities used across marketing communications, made up of varying color palettes, typefaces and brand marks. The core audiences are young people and the commercial investors, who provide the charity with funding.
Reasoning: The definition of social mobility is the ability to move between different levels in society. The concept is very much in line with the mission of the charity, and symbolizes the idea of climbing the career ladder. It has an upward momentum, which is showcased by the motion of the logo.
Challenges: The biggest challenge was producing the static version of the animated logo. We had to check with over 30 people internally about whether they could read the logo and body copy, with the o missing. We found that as long as there wasn’t a vowel next to the o that created another word, it was fine.
Favorite details: The logo mark and the way it works. It depicts the idea in a simple way, tells a story and is a flexible asset across a range of touch points.
Time constraints: We had a really collaborative client, which enabled us to get to the creative idea quickly and then build out the identity from there.
Anything new: Having worked with a few charities now, rather than proposing new photography, we worked with the charity’s existing photography to help keep costs down and enable the in-house team to produce collateral and other marketing materials going forward.