The Joseph Rowntree Foundation (JRF) has rolled out a new website and brand refresh.
The foundation said that “this transformation marks a significant milestone in our journey, reflecting our commitment to empower JRF’s new vision, mission, and ambition”.
Its new website has “a sleek, modern, and intuitive design” that aligns with its refreshed identity.
In addition, JRF has refined its logo, colour palette, content framework and messaging “to better represent our values and aspirations”, the charity added.
Rebrand cost around £50,000
JRF told Civil Society that it worked with Manchester-based design agency Office of Craig and spent around £50,000 on the rebrand.
A spokesperson said: “Working alongside a small but well-respected regional agency with expertise in branding has enabled our in-house design team to play a collaborative role in development whilst keeping costs relatively low.”
The foundation began its rebranding process after conducting an internal and external consultation to realise a “contemporary vision for the organisation” and reposition itself “in line with our strategic direction”.
The spokesperson added: “The brand, and its visual and verbal identity, needed to change in order to better represent its activity but also the planet, people and communities we represent and work for.”
‘Ending poverty in the UK is a moral cause’
JRF’s vision is to “work to support and speed up the transition to a more equitable and just future, free from poverty, where people and planet can flourish”.
The spokesperson said: “For us, ending poverty in the UK is a moral cause: to ensure dignity and respect for everyone and to address exclusion and powerlessness.
“Our ambition lies in the many different types of work we undertake and support in all four nations of the UK. We’re perhaps unusual as an organisation in embracing so many methods. But we see value in building bridges between people working across different disciplines and horizons and shaping new coalitions for change.”
Charity Commission data puts JRF’s total income for the year ending 31 December 2021 at £34.2m against expenditure of £45.2m.
According to the regulator, the charity’s accounts for the year ending 31 December 2022 are overdue by 44 days.
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