Action on Addiction is a national charity committed to undermining addiction in all its forms. They are the authority in this space due to their involvement across the entire addiction spectrum from research and education through to treatment and support for addicted people and their families. Recently the charity's profile has risen further due to the patronage of HRH The Duchess of Cambridge.
I was commissioned to create a new, refreshed identity – retaining key elements such as the magenta colour and the 'A' mark –capable of conveying the newly defined 'authoritative, determined and compassionate' positioning.
The identity system needed to be easy to understand implement across the many and various service areas. Complex sub-branding was stripped out and replaced with simple colour coding. The problem of photographic confidentiality was overcome through the creation of a graphic pattern palette to provide strongly branded visual content for communications lacking related imagery.
(Agency credit: Social & Local)