Back in 2018 I was fortunate enough to win the a gold for my service design project with my submission into the Creative Conscience Awards. My grandfather, Tom ‘Tommy’ Welton, was an important person in my life, who unfortunately was diagnosed with dementia. He went into a care home and was looked after for a few weeks by some amazing carers and my Nan, who looked after him at home, doing an unbelievable job of trying to make his last days as comfortable as possible.
Since leaving University, I have been working at branding agency tothepoint. Our core focus is branding across print, digital and environments for a range of clients. When we got the opportunity to work with John Whitgift Foundation (formally known as The Whitgift Foundation) a charitable organisation, I jumped at the chance.
Founded by Archbishop John Whitgift in Croydon over 420 years ago (his core values are just as relevant today as they ever were then), its aim is to help the poorer communities of Croydon through community care and education. The John Whitgift Foundation has three care homes across Croydon looking after the elderly, offering support for carers by providing help and advice. They also have three schools which offer one of the largest bursary schemes in the UK to aid those who could not otherwise afford private education. Due to the areas they cover, especially the care for the elderly and carers, their work really resonated with me.
The John Whitgift Foundation came to us with a problem, their old identity was no longer reflecting their full offer and needed to appeal to the younger generation. We dived down into their values and found several aspects we really wanted to communicate; support, community, and energy. This started with a concept and a mark which could ‘inspire’ the visual language of the brand. The mark consisted of a supporting keyline which supports the logotype. The logotype has a modern, bold appearance which is simple yet distinctive. This is then broken down and used in abstract ways which allow imagery to interact with it and portray the foundation’s commitment to helping, supporting and inspiring people. The keyline is used elsewhere in four weights to support the graphics and typography.
This versatile identity came to life with an amazing team effort at tothepoint, each person bringing something to the table which breathed life into the concept and brand.
– Adam Welton