Case Study: Refugee Council builds a bold new identity for Britain’s refugee charity with Shape History

Refugee Council rebrands in 2 weeks with Shape History

The Refugee Council, a UK-based charity, faced the challenge of a low public profile and confusion over its status as a charity amidst a deeply divisive national conversation about refugees. Their existing brand failed to resonate with two key audiences: refugees themselves and persuadable members of the British public. They partnered with the agency Shape History for a comprehensive rebranding service to create a new verbal and visual identity that could bridge this divide without alienating either group.

Shape History developed a new brand identity rooted in the concept of "grit and grace," which was co-created with refugees and the British public. The solution included a bespoke typeface and a visual identity inspired by lino printing, positioning the organization as "The Nation's Refugee Charity." This rebrand successfully integrated refugee stories into the fabric of a distinctly British aesthetic, making the charity more accessible and memorable. While the case study does not list specific metrics, the new brand supports a greater ambition to reach more people and elevate refugee voices across the UK.

Refugee Council