Newlife refresh champions the joy of childhood

The British disabled children’s charity, which strives to help disabled children and their families with support, equipment and play opportunities, turned to Dalziel & Pow to craft a vibrant new identity. The global strategy and design studio aimed to bring greater warmth, energy and optimism throughout the entire brand system – from logo to retail experience.

Focusing more on feelings of freedom and independence than on the equipment and practical support Newlife provides, Dalziel & Pow was able to better reflect the charity’s mission: ‘To empower all disabled children and their families to live life to the fullest.’

The new and energetic identity includes a flexible brandmark that reimagines the brand’s ‘N’ as a heart, reinforcing Newlife’s soft and playful nature. Elsewhere, a bright colour palette that balances blue, yellow, green and orange with softer secondary colours adds further warmth.

Another crucial development was the reinvention of Newlife’s retail experience. Its updated Cannock Superstore in Staffordshire, England, offers a more engaging approach to signage, communications and merchandising, and could act as a starting point for further UK store changes.

Fiona Robinson, CEO at Newlife, says, “The result feels relevant, future-facing and built to grow with us, giving Newlife a powerful platform to reach more people, build greater awareness of our mission and ultimately support even more disabled children and their families to live life to the fullest.”