Action for Children is one of the UK’s largest children’s charities. The charity’s 7,000 staff and volunteers operate over 476 services, improving the lives of 387,000 children, teenagers, parents and carers every year.

In October 2018, Action for Children appointed Agency ASHA to develop a clear, simple and engaging expression of who they are, what they do and the positive solutions they bring to families and children across the UK.

ASHA has created a new signature mark in the shape of a star, to enable the charity to clearly badge its many services and activities while a new tone of voice, strategy and positioning will enable the charity to engage better with a wide range of audiences from young parents to Westminster MPs.

The new brand is being rolled out across the organisation in flagship applications including a brand film and internal brand book, policy reports, signage and templates for the website and brand collateral. CEO Julie Bentley has appeared on BBC News to launch the new brand as part of the Choose Childhood campaign which aims to raise awareness of the challenges facing children in the UK today.

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