Leonard Cheshire Disability

Centenary brand identity

Our working relationship with the national charity Leonard Cheshire Disability goes back several years. But that’s just a drop in the chronological ocean when seen next to the charity’s long and successful history. 2017 saw the hundredth anniversary of the birth of founder Leonard Cheshire. To mark this significant milestone, we were asked to develop an overarching brand identity which would allow the charity to undertake a broad range of marketing and campaign activities, all under one clear, compelling and celebratory visual style. We developed a centenary-themed approach to imagery, typography, messaging and colour. But perhaps most significantly, we dropped the Disability from their logotype, putting founder Leonard Cheshire firmly at the heart of the brand. The project also gave us the opportunity to delve into LCD’s rich archive, which ultimately saw us resurrecting the charity’s magazine Cheshire Smile for the first time since 1999.

What we did

  • Brand identity
  • Brand communications
  • Brand environments
  • Brand campaign
  • Creative direction
  • Editorial design
  • Digital and moving image

Who we collaborated with

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“Baxter and Bailey came up with a super-smart identity to help us celebrate the 100th anniversary of our founder Leonard Cheshire’s birth. It cleverly integrated old and new and worked in a striking way online, in print and at events. If only we could use it all for more than a year!”

Greg Matthews
Brand and Marketing Manager,
Leonard Cheshire Disability

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