Case Study: Children First achieves a bold new brand identity with Stand

Children First rebrands with Stand to protect Scotland’s 10,000+ children’s charities

Children First, Scotland's largest national children's charity, faced the challenge of getting lost among over 10,000 registered children's charities in the country. The vendor Stand was enlisted to help the charity reconnect with its true purpose and character through branding, strategy, identity, and campaign services.

Stand addressed this by taking the charity back to its bold, campaigning roots, developing a flexible new identity and a two-toned brand voice. A key part of the solution was simplifying the charity's complex messaging into a single, clear purpose: 'Protecting Scotland’s children.' As part of the rebrand, Stand also changed the name from 'Children 1st' to 'Children First' to better reflect a more professional and grown-up ethos focused on putting children first. This comprehensive repositioning successfully relaunched the charity with a bold new brand.

Children First