Arthritis Action

Arthritis Action — Turning Insight into Impact

When the Arthritis Association asked us to revitalise its brand, engagement was low and growth had somewhat stalled. Our research-led audit identified the root causes: an outdated name, inconsistent messaging, and limited trust among both sufferers and medical professionals, and some services that those professionals could not support.

Through Signifi.id’s bespoke process, we reframed the charity’s positioning from the ground up. Which all began by adopting a new, more dynamic name: Arthritis Action.

I worked closely with Andy on a re-branding project for our organisation. They presented a range of new logos and brand designs for our marketing materials and website, bringing these all together in a valuable set of brand guidelines. We have continued to work since then to refresh our marketing and fundraiser materials, and produce new leaflets, posters and banners. The team have always been friendly, professional, creative and responsive to our needs. I highly recommend.

Shantel Irwin
CEO at Arthritis Action

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Insights

Quantitative and qualitative research across members, non-members, and clinicians revealed significant barriers presented by the historic Arthitis Associations position. From perceptions of being outdated and “old-fashioned”, to doubts around medical credibility and patients’ trust that the programs offered had their own GPs approval.

Innovate

We created a new brand identity and tone of voice that shifted perception from passive to proactive. This began by adopting a new name which retained the historic double A’s but added greater dynamism. The new Arthritis Action visual identity, messaging and collateral were created to feel credible, human and energising.

We created different brand identities and messaging which we then tested with the charities target audiences to gain a clear perspective on what worked, and why.

Arthritis Action