Identity & Branding: Family First Aiders

I created a logo and brand identity for an innovative not-for-profit social enterprise, Family First Aiders. The First Aid courses are designed for parents with small children and young people, targeting those most at risk or in need. Courses are taught in the local community, children’s and youth centres, as well as in schools and in people’s own homes.

With the help of The School for Social Entrepreneurs – and in conjunction with the business mentorship from The Lloyds Bank Social Entrepreneurs Programme – that Emily Wood, CEO & Founder of Family First Aiders, is currently attending, a set of standards and guidelines were outlined for the brand identity in relation to the marketing campaign. Also, a number of key elements were identified with regard to the logo, colour scheme and typography in relation to specific needs of the organisation: the branding needed to stand out from other First Aid training companies in its style, aims and social impact; it needed to look professional but not too medical or sterile; it needed to appeal to a diverse range of target groups from, and be inclusive of, socio-economic and cultural backgrounds; and it needed to appear friendly, warm, modern, exciting, inspiring, accessible and affordable.

We are very happy with the work Andreja Brulc has done for us. She has shown commitment to understanding the aims and values of the organisations and translated this into a strong image that has now become the starting point of our branding and marketing campaign.
– Emily Wood, CEO & Founder of Family First Aiders, Testimony, 29 Sep 2014

Although the colour scheme is based on colours traditionally associated with the First Aid organisations (i.e. red and green), the brand is distinctly different from the convention. In order to avoid copyright infringement, the design problem was solved by introducing a tonal variation on red and green, as identified with coral orange and turquoise colours respectively, thus making the brand look fresher and more contemporary. The concept for the logo is based on the idea of a child at play flying a cross with a great determination, creating an illusion as if she is running a kite. A male parent is softly pulling the child, his daughter, as a friendly gesture of them joining in the Family First Aider course. Furthermore, the logo emphasises the gender balance of father and daughter to challenge a public perception that only mothers are responsible for childminding and upbringing, thus giving fathers an equal role and position in the child development.

 

 

 

 

 

 

Photography by Marie-Anne Ventoura.

Advertisement