Scope brand refresh aims to make fight for disability equality impossible to ignore
The disability charity, which has operated in England and Wales for over 70 years, teamed up with global creative agency Dragon Rouge to refresh its brand. The project saw Scope’s identity altered to better reflect the organisation’s needs, challenges and priorities.
With a lot changing internally and externally since Scope’s previous brand refresh several years ago, the organisation felt its brand failed to match the organisation’s ambitions. It needed a new identity that could result in meaningful change for the lives of disabled people and their families.
Public attitudes and stigmatisation, discrimination at work and equal access to opportunity are amongst the many problems disabled people in the UK face. Combined with the pandemic and a cost of living crisis, Scope believes disabled people feel more forgotten than ever by society.
To remedy this, Dragon Rouge and Scope set out by gauging the thoughts of over 1,000 disabled people, parents and carers, and identified the charity as a radical platform for change. The new Scope brand idea, ‘truths and lives amplified’, places voices from the community at the heart of the revised identity.
Emphasising the importance of accessibility, the redesign process included the testing of over 3,000 colour combinations. Along with new font Labil Grotesk and a positive image style, the design system seeks to amplify facts, statements, inspiration and individual voices of the community.
Kwesi Afful, executive director of digital and marketing at Scope says, “Our new brand voice will focus on calling people in to join us in our mission. We’re here to build, and be part of, a movement of disabled people and non-disabled allies that will achieve transformational change in society.
“We are so excited by what our refreshed brand will enable us to achieve, reaching more people and making new connections. At Scope, we bring people together.”
Elsewhere, the letter ‘O’ has a prominent new role within Scope’s logo. Representing how disabled people are at the heart of the charity, it serves as a way for them to take centre stage.
Becky King, creative director at Dragon Rouge, adds, “Everything Scope does is to amplify the voices of the community, and we had great pleasure creating a bold and vibrant identity to enable them to do this.
“We wanted positivity and energy to be obvious from the get-go and yet allow for tonal sensitivity, urgency and playfulness in the comms. Our flexible design system allows for this, with clear principles behind every new asset and all brand experiences – from digital to physical – considered.”
