Projecting a caring identity

The plight of disabled and disadvantaged children in Bulgaria featured in a BBC documentary in 2007 ‘Bulgaria’s Abandoned Children’. The Bulgarian Abandoned Childrens Trust (TBACT) a UK-based charity was formed in response.

TBACT’s plans required funds. A small charity without the resources of larger charities, developing a new brand identity were central to plans to help it win some of the available funds.

The identity gives the charity an instantly memorable identity

The subject of disabled and disadvantaged children is a sensitive issue. By carefully designing the letter B in Bulgaria, the meaning of parent caring for its child is cleverly communicated. Projecting a warm and friendly personality, the identity is sensitive to the subject matter and gives the charity an instantly memorable and likeable identity.