• Tue. Aug 16th, 2022

Massive Difficulty Group will get a progressive and cohesive rebrand courtesy of JKR

Read Time:4 Minute, 58 Second

Created as a part of the Massive Difficulty Group’s five-year technique, which is a response to the rising variety of individuals residing in poverty within the UK, the rollout of the brand new identification has additionally been supported by different prime companies, together with FCB Inferno, 10up, december19, Rocketmill, Kokoro and Daring.

In addition to heralding a brand new identify that encompasses all aspects of the Massive Difficulty model, Massive Difficulty Group additionally will get a brand new worth proposition: ‘Altering Lives By means of Enterprise’. This is because of JKR being briefed to make a “progressive and cohesive” identification which brings collectively all the totally different sub-divisions of the Massive Difficulty model.




For the model previously identified simply as Massive Difficulty, the brand new look helps it harness its 30 years of expertise in serving to marginalised and deprived individuals throughout the UK earn a residing. And by leveraging this distinctive place, it hopes to increase its attain to much more individuals struggling to make ends meet or earn an revenue.

It is a well timed focus, too. Regardless of employers at present struggling to fill 1.3 million job vacancies, round 1.26 million individuals are unemployed within the UK. On prime of this, a reported 14.5 million individuals stay in relative poverty as the price of residing disaster continues to chew. Clearly, the position of the Massive Difficulty Group, and its skill to upskill and practice individuals in an effort to forestall them from falling into destitution, has by no means been extra essential.

Paul Cheal, CEO of Massive Difficulty Group, stated: “Most individuals readily affiliate the Massive Difficulty with marginalised individuals promoting {a magazine} on the streets. Over the past 30 years, we’ve enabled over 100,000 individuals to earn over £144m in collective revenue.

“However there’s a lot extra to the Massive Difficulty. Our enterprise is altering lives. Our new five-year technique brings all our work collectively. From our work within the social funding sector via Massive Difficulty Make investments, supporting greater than 500 social enterprises since 2005, to new partnerships corresponding to launching a fleet of Massive Difficulty eBikes in Bristol to create jobs in native communities for marginalised individuals. To our vendor assist programmes, parliamentary campaigns and campaigning journalism. To realize our new mission, we should increase our service provide to succeed in and ship influence to as many individuals as we will.”

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One of many new Group Impression Targets the enterprise desires to succeed in by 2027 is for as much as 11 million individuals to have interaction with and be positively impacted by Massive Difficulty Group services. This might embody supporting a social enterprise the Massive Difficulty Group believes in or benefiting from a coverage change the organisation has campaigned for.

On prime of this, the Massive Difficulty Group has additionally revealed a complete Group Impression Report. This report seems at what influence the enterprise has had during the last 30 years and particulars every thing it desires to attain as a part of its five-year Impression aim. To make all of those ambitions hit dwelling, the Massive Difficulty Group wanted an equally spectacular identification that will join with individuals as positively as its objectives.

“Within the phrases of John Chook, Massive Difficulty Group exists to ‘dismantle poverty by creating alternative’, which grew to become the cornerstone of our inventive exploration,” says Jay Hussain, Inventive Director at Jones Knowles Ritchie. “This manifested within the design thought of ‘social scaffolding’ reflecting the assist Massive Difficulty Group offers individuals and communities to earn, be taught and thrive.

“The dynamic, transferring identification transforms the model’s most recognised asset – the Massive Difficulty brick – into a particular language of extrusion and 3D constructing blocks. Designed to come back to life in a digital area, every sub-brand inside the Group has its personal distinctive color, icon and kinetic behaviour in movement. As well as, perspective and scale have been used to convey a way of depth and dynamism to the typography. The general influence creates an developed core model identification while giving every sub-brand its personal distinctive appear and feel.”

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James Nixon, CEO UK / Europe at Jones Knowles Ritchie, added: “It is a pleasure to be working with the Massive Difficulty Group as certainly one of our JKR Basis companions this yr. We arrange the Basis in 2016 with a easy mission – use our creativity to generate consciousness, motion and influence for these striving to assist individuals be their true selves – partnering with Stonewall, SMF, Dream, C4WS and The Diana Award to ship on this ambition.

“Our partnership with Massive Difficulty Group represents a continuation of that journey, supporting them as they work tirelessly to vary the lives of the rising variety of individuals residing in poverty throughout the UK. The brand new identification is designed to mirror this work and the model’s new technique, producing consciousness and recognition for the various methods the Group is seeking to make an influence over the subsequent 5 years and past.”

In the meantime, Zoe Hayward, Group Chief Advertising Officer for Massive Difficulty Group, explains that the rebrand has allowed the organisation to modernise and increase in order that it could possibly create extra alternatives for marginalised individuals than ever earlier than.

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“Our new look and branding have been designed to reflect this new and extra progressive outlook,” she says. “Our new worth proposition, Altering Lives By means of Enterprise, has all the time been on the coronary heart of what we do, however by highlighting this focus throughout the Group, we hope to influence much more lives for the higher.

“We’ve created a compelling, inclusive and single-minded expression of the model, which is daring and assured, and we would like extra shoppers to really feel motivated and uplifted to hitch our trigger. We thank JKR and all our pro-bono accomplice companies who’ve supported us via this formidable new section.”



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