Fight for Sight

As Head of Communications and External Affairs, I led a strategic rebrand of the charity. It involved collaboration with an agency, an accessibility consultant, and a small in-house team. Together, we created a compelling narrative, tone of voice and visual identity.

The brand was launched successfully.

Strategic rebrand

It was my privilege to join Fight for Sight as it merged with the Vision Foundation. I joined on a contract but applied for and was successful in becoming Head of Communications and External Affairs.

In that capacity, I led the Fight for Sight rebrand alongside an agency, a small in-house team and an accessibility consultant. The CEO, Keith Valentine, heavily informed the brand direction, as did trustee Alina Kessel. So what was the process, and what did we achieve?

Brand Narrative

From the outset, this rebrand focused on delivering a coherent brand narrative, which would unite the two organisations.
The brand narrative is the charity's north star. It drove the merger and informed everything we did.

When someone faces a diagnosis of vision loss, they face two profound questions. Can this be stopped? How do I live my life? As funders of scientific research and social change, Fight for Sight is uniquely placed to answer both.

We brought this to life in the mission statement, which reads, “We fund the brilliant minds and bright ideas putting change in sight for everyone impacted by vision loss.”

A bold visual identity

Studio Texture designed a logo that captures our essence in the simple form of an eye and eyelid or a person with arms upstretched, symbolising Save Sight. Change Lives.

The upward curve of the eyelid or arms evokes a brand personality of Informed Optimism alongside a tone of voice that captures our brand values: “Together, we are bold, tenacious, informed, optimistic.”

A distinctive tone of voice

Our tone of voice needed to be distinctive. As a vision loss charity, how we sound is as important as how we look. We created comprehensive tone-of-voice guidelines and activated these through in-house training.

Brand videos and activation

We've brought the brand to life by delivering a merged website, merchandise, and branded print assets. I commissioned a suite of brand videos and procured a new digital partner. Through YouTube in-stream advertising, we have collectively achieved 222,000+ video views.