Winners 2013/Design for Society Silver

Project: People Can!

Client: People Can

Design: Elmwood

People Can is a charity and social enterprise working across England and Wales to support those with greater needs and fewer opportunities, such as those suffering domestic abuse. Previously Novas Scarman, they needed a new identity to engage staff, raise the charity’s profile and attract funding opportunities, and provide more life changes for service users.

Elmwood’s design was made out of hands, to embody the organisation’s hands-on, people-centred approach. This strong badge of togetherness was emblazoned on stationery, alongside the new name – People Can – and a provocative, authentic and compassionate tone of voice. They also used real-life success stories in the launch newspaper and named those involved ‘People Can Heroes’.

Three months after the rebrand, People Can merged with another charity and 90% of staff stated they were desperate to keep the name – fantastic for such a young brand. People Can out-performed national averages in KPIs and this is something CEO Maff Potts attributed to the new identity.