Speech and Language UK rebrand

Children’s charity Speech and Language UK (formerly I CAN), went through a major rebrand, led by brand consultancy Studio Texture, resulting in a new name, brand strategy and identity. This was part of the charity’s wider ambition to reach more of the 1.7 million children who have challenges with talking and understanding words. Particularly in the aftermath of the COVID pandemic.

Through an audience research process, they discovered a more descriptive name would help families, young people and educational professionals find the charity when they needed them. The new brand strategy positions itself around a cause message, describing learning to talk and understand words feeling like “an impossible hurdle” and that for young people “without the right help this can destroy their world”. A positive identity expression, including new logo, is inspired by the idea that visual tools can often be a helpful aid to communicate complex emotions. A playful twist of speech bubbles adapted to make faces, provide the opportunity to convey these different emotions, for different contexts, across the brand. The new brand launched in October 2022 alongside an awareness campaign resulting in extensive national media coverage across BBC, Sky News, ITV and other outlets .