Action for Children has begun rolling out a new brand in a bid to raise its external profile.

The new brand can be seen on its website and social media channels and over the coming month the charity will “ gradually turn up the volume”.

A spokeswoman told Civil Society: “These are difficult times for charities. Perhaps hardest hit have been those delivering public sector contracts due to reduced local authority budgets.

“There is ground to make up following insufficient investment in the charity’s external profile in recent years, which does not reflect the level of expertise and high impact of its work.”

“In order to meet the challenges ahead, support voluntary income and demonstrate how 600 services make a difference, the brand strategy will concentrate on doing what’s right, what’s needed and what works for children.”

Action for Children appointed brand agency Johnson Banks to create the new look. It worked with service users and staff to develop the concept.

So far creative development and implementation has cost the charity around £100,000.

Action for Children is just the latest large charity to unveil a bolder look. Yesterday we reported on Alzheimer’s Society’s refresh, and last year CLIC Sargent rebranded to give its users a stronger voice.