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Refugee Council

Creating a brand with Refugees, for refugees

Impact

  1. The new brand identity sparked interest amongst refugees and all audiences across the UK
     

  2. We struck a balance between pleasing audiences and satisfying stakeholders
     

  3. Over 50% of the British Middle audiences were more likely to support the organisation (when testing the brand)

My Role

Audience Research | Refugee Focus Group Facilitation | Brand Strategy Development | Brand Identity Development 

The Challenge

Refugee Council lacked the brand identity to engage large portions of the public and shift the negative narratives driven by the media, which were (and are still) mostly hostile - reflecting a small but vocal segment of the public. We needed to engage the British ‘middle’, also known as the persuadable audience, to truly increase the supporter base

The Solution

A brand that centred refugee voices, without speaking for them. Understanding that each voice is unique and has a different point of view. A defining attitude that spoke with both ‘grit and grace’, and valued connection and courage. 

Key Takeaways

1. Refugees didn’t need to be spoken for but needed a platform through which they could speak
The negative narratives through both the formal and informal media have painted a stereotypical image of who a refugee is, their interests and what they looked like. The refugees I spoke to in interviews didn’t need a voice representing “them”, but needed a platform to be heard. This was going to guide the process, and the brand. 

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2. Refugees and persuadable audiences commonly valued one thing - community! 
Refugees flee to another country to avoid persecution, or other forms of harm. But they don’t find refuge to lie around and live off welfare. No, this is the picture the media has painted for the public. Refugees want to find community, and help them better by contributing their skills and knowledge. Similarly, the British middle enjoy a vibrant community, one that values contribution and growth. This ended up being a key message from the brand. 

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3. The voice of the service staff WAS the voice of the brand 
During my visits to the organisation’s service centres outside the city, I had the opportunity to speak to their staff. The service team was not only committed to taking care of their clients, but were at times refugees themselves. They acted with compassion, kindness and purpose. Their empathy always led to action, and their determination had a touch of softness. This balance informed the identity of the brand, ‘Grit and Grace’. 
 

View the work

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