Tinnitus UK rebranded to spread greater awareness

The charity, which was formerly known as the British Tinnitus Association, aims to act as a key support network for those who live with the condition. London-based independent design and creative agency Missouri Creative sought to completely refresh the brand identity, from name to tone of voice to visual identity.

With tinnitus affecting one in seven adults in the UK, the impact on those with the condition ranges from hearing sounds as mild as buzzing to as loud as a jet engine. The agency’s role was to improve the reach of Tinnitus UK to people living with the condition, while also reflecting the charity’s mission of providing support to these people.

The work by Missouri was based on the back of an in-depth nationwide immersion into the condition, with the agency adopting a collaborative approach with the charity’s stakeholders. The new name and functional strapline, ‘Tinnitus UK – Research, Support, Prevent’, puts the condition front and centre and clearly explains the charity’s role.

In a bid to speak to the brand’s various audiences, which range from the scientific community to people with the condition, the new verbal identity was settled on as ‘Compassionate, Respected and Bold’.

Elsewhere, the visual identity hopes to add pace and interest to the brand. This is demonstrated through the use of a double ‘N’ soundwave dynamic graphic asset in the logo which represents the disruption on sufferers’ daily lives.

Stuart Wood, Missouri’s creative director and founder, says, “With such a multi-layered charity like Tinnitus UK it was crucial that we understood the three discreet audiences and created a progressive and highly engaging visual language that cuts through a cluttered charity sector. We’re extremely proud and happy with the result and we hope this allows Tinnitus UK to unlock its potential to raise funds and build broader awareness of this serious condition.”

Caroline Savage, interim CEO at Tinnitus UK, adds, “The work we have created with Missouri ushers in a new era for us and will allow us to tap into new audiences and to reach more of the 7.6 million adults in the UK living with tinnitus. In turn, we are hopeful that it will help us reach our vision of creating a world where no one suffers from tinnitus.”

The project went on to win a silver in ‘Best visual identity by a charity, NGO or NFP’ at the Transform Awards Europe 2023.