Independent design agency Brand Ethos and brand voice specialist Becolourful collaborated to create the name and visual identity for Waythrough, a new charity supporting vulnerable individuals in their recovery journey. Formed from the merger of Richmond Fellowship and Humankind, Waythrough focuses on mental health, substance use, gambling, and housing. The agencies aimed to convey a holistic approach to recovery in the branding. Brand Ethos co-owner Peter Mills saw it as an opportunity to make a real impact in the charity sector. The team prioritized understanding the experiences of those in recovery to ensure the brand resonated with them. Stakeholders and employees were also considered during the merger process. The collaborative approach to the project allowed for challenges to be collectively resolved. Naming and brand architecture were key considerations, with a focus on telling the charity’s story and incorporating elements from the previous charities. The logo concept resonated with stakeholders, and a diverse color palette was introduced to cater to different services.
