The metamorphosis of a brand.

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Voluntary Action Within Kent (VAWK) are a Kent based charity who are well known for strengthening local communities by delivering a range of projects to help people, local authorities and other voluntary and community organisations. In 2015, the charity extended their reach to Medway, East Sussex and London, so the VAWK brand was no longer fit for purpose and appointed Yoyo to come up with a new name and brand identity.

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Our strategy was to create a more diverse and inspirational brand. So out with acronyms, geographic and descriptive references - and in with bold, colourful and friendly personality, all unified in a single word. ‘Imago’ refers to a butterfly’s final stage of metamorphosis, and seemed perfectly fitting for the charity’s own transformation together with the people it helps. We added 6 uniquely coloured dots to the name to create the brand mark - each representing one of the key services the charity provides. The final delivery was a comprehensive set of guidelines covering online and offline application across a range of marketing materials and communications.

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“Our first port of call was to contact Yoyo, who have done fantastic work for us in the past. We chose the name Imago, and Yoyo guided us through the process of bringing the brand to life. Since the new brand went live, it has been unanimously well received by staff, volunteers, clients, funders and partners alike. A big thank you to all at Yoyo.”

Jon Weller, Director of Community Services, Imago