Why we decided to rebrand
It was a major decision to change things, and we know that adapting to change can be hard. What’s more, we are mindful our former name has served us well for over two-hundred years, since our foundation in 1815.
It had become clear our former name was proving a barrier to helping others understand the full scope of services we provide to children and young people from serving, reservist and veteran families in Scotland.
In changing things, we hope we have made things easier to understand for children, young people and their parents as well as those who support them or make important decisions about their future.
We have embraced lots of change and growth to complement our respected work in education, youth participation and grant-giving. Our existing work will continue as we develop mental health services, family support, research and policy strands.
Our rebrand journey
We strive to be an asset-based organisation, which means the experiences, creativity and voice of our children and young people served as our most valuable asset in how we made big changes to our brand.
Children and young people have worked with us to co-produce every element of our new brand to help us better communicate who we are, whom we support and how we can help others across Scotland.
Our rebrand journey began in January when we appointed Electrify Communications to help us work with our children and young people who joined staff, trustees and supporters through a phase of engagement and discovery.
This helped us understand what everyone thought of our former name, and provided a foundation for children and young people to form a smaller working group with staff and trustees to develop our new mission, values and strategic narrative.
Having developed our new vision, values and strategic narrative to describe who our charity supports and how we can help, our beta group created a visual ID, which is the bold, vibrant set of logos, colours, shapes, images and icons you see today!
Why Forces Children Scotland?
The day has finally arrived to launch our new brand, and we feel we have co-produced something which matches our ambitions for the future. We feel it’s something which will resonate with anyone who may wish to get involved.
Forces Children Scotland is one of a number of names we came up with and we gathered thoughts and opinions through a process of consultation. Many agreed we had achieved everything we set out to achieve through the project.
We hope you do too!
In changing our name, we’re ready! We’re confident we have removed a considerable barrier to reaching and supporting greater numbers of children and young people from serving, reservist and veteran families across Scotland in the future.