MS Society
A movement towards an end.
What if you could use creativity to help to stop a health condition that effects over 150,000 people in the UK?
Sector
Charity & Nonprofit
What we did
Discovery & Definition
- Audits
- Workshops
- Interviews
- Brand strategy
- Brand blueprint
Design Development
- Creative concepts
- Brand identity system
- Messaging and tone of voice
- Brand expression
- Digital expression
- Art direction
Delivery
- Brand guidelines
- Brand toolkits
- Tone of voice guidelines
Context
The MS Society is the UK’s largest charity dedicated to stopping multiple sclerosis, a condition that effects around 1 in every 400 people in this country. It’s a bold ambition that the organisation was founded in 1953 to achieve. Through medical research, campaigns for social and political change and the delivery of vital services nationwide, the charity is unwavering in its mission. But with an identity system that had become tired, fractured and inconsistent, MS Society was struggling to communicate effectively, powerfully and compellingly with audiences.
Solution
It was clear from the start that the solution would be found though careful, diligent evolution rather than rip-it-up-and-start-again revolution. Our process helped to evolve the MS Society brand identity system in three important ways; we kept hold of and improved the things that were still working well; we removed the things that no longer worked; and we identified the gaps and opportunities to build in new components, assets and guides. These careful steps included a subtle but complete redrawing of their logo, the introduction of a new, highly accessible typeface, the simplification and strengthening of colours to AAA accessibility standards and the development of a powerful tone of voice and honest, direct imagery.
We are really enjoying how adaptable our suite of elevated brand components is. Baxter & Bailey have created a fantastic visual bedrock for us to expand from, it confidently balances the need to be instantly recognisable and consistent whilst promoting an agile playful approach.
We knew our brand had strength and we wanted to build on that, as well as retire some elements that we knew were not serving our community and supporters in the best way. Baxter & Bailey recognised that opportunity and jumped right in, working with us to find the solution we were seeking. They put their heart and soul into this project, creating a more flexible, inclusive and accessible open-source brand toolkit, which reflects the direction we are going in as a charity.
Our newfound brand freedom is already inspiring a whole range of materials, from campaigns to event merchandise, magazines to mailers, and most dramatically across our Retail Shop rollout. Working with our new brand is exciting and energising, so full credit to the Baxter & Bailey team for their insight, expertise, and enthusiasm.
Impact
The new MS Society brand identity is not only clarified and strengthened in execution: it’s also easier, simpler and quicker to apply. Our online guidelines, developed with a range of end users in mind, ensures that ongoing brand communications can be rolled-out quickly, cost-effectively and creatively. And our recommendations on accessibility, particularly in typography and colour, will mean that the charity and its bold ambition to stop MS will reach a wider audience than ever before. The next step for this wonderful project is environmental, as we help MS Society to realise its countrywide retail ambitions.
Special Thanks
Thanks to Mark, Vix and the rest of the brilliant, dedicated MS Society project team for entrusting this vital project with us. Sometimes, the subtlest steps and most careful adjustments can make the biggest difference.