Gaddum, one of Manchester’s oldest charities, provides vital services centred around mental health, advocacy and support for carers. However, despite their breadth of support, their message was often lost. True North was asked to help unify the charity’s multiple teams and services under one clear, cohesive brand.
Inspired by the charity’s caring ethos, we created an identity that felt more like a friendly conversation than a traditional charity brand. Instead of creating a system around a static, fixed-position logo, the identity is driven by language – taking the form of an informal, supportive chat with Gaddum. This conversational style, with its calming, non-judgemental tone, helps break down the stigma surrounding mental health and other struggles, positioning the charity as a friend to turn to, even at times of extreme distress.
“Our new brand really does connect with people, whether users or commissioners. True North’s commitment and level of support has been outstanding and as a charity we are truly grateful.”
Lynne Stafford, Chief Executive, Gaddum
