Rethink, rebrand and respond to changing times
Since 1896 not-for-profit Humanists UK has worked for a more secular, freethinking and tolerant society, as well as providing services for non-religious people, including funerals, weddings and naming ceremonies throughout England, Wales and Northern Ireland. With values rooted in fairness, equality and compassion, their successful campaigns include same-sex marriage, as well as the legal recognition of humanist marriage in Northern Ireland.
Its growing Humanist Ceremonies network of 600 humanist celebrants has an enviable reputation for the highest quality of training, and celebrants must be accredited each year to retain membership. But despite its ground-breaking history, nationwide network and promotion by patron Stephen Fry and other high-profile supporters, in recent years there has been huge growth in competition from newer, commercial celebrant businesses, leaving consumers overwhelmed with choice.
The Workroom was approached to help re-establish Humanist Ceremonies’ position as the quality benchmark organisation, and to ensure that families and couples can differentiate a trusted Humanist Ceremonies celebrant from other market players.
Evolve & enlarge
Our goal was to broaden the reach and raise the profile of Humanist Ceremonies by inspiring more non-religious people to have a humanist ceremony and by then sharing their experiences of the celebrants’ positivity, professionalism and purpose.
Empower & energise
Achieving the necessary ‘community pull’ would mean empowering the network of humanist celebrants and engaging funeral directors, wedding venues and other intermediaries. This required a clear, compelling ’story’ explaining what humanist ceremonies are, why they’re unique and why they matter to people. Central to this was articulating the ‘experience hallmarks’, which shape participants’ perceptions.
Interpret & inspire
Our inclusive mini-workshops and online questionnaires with the celebrant network revealed motivations, beliefs, aspirations as well as multiple opinions about what makes humanist ceremonies different and what the experiences and brand should be about.
Each ceremony (naming, wedding or funeral) encompasses distinct life stages and emotions. As the celebrants themselves are as diverse as their clients, a new brand story and visual identity would have to be extremely robust, flexible and engaging.
Meaningful & memorable
We unpacked the meaning of humanism to develop a crisp, clear brand story and strategic messaging framework, using relatable language bringing humanism to life – based around relationships, shared experiences and authentic true-life stories.
These ideas were further distilled into a powerful brand promise and strapline: Your story is our story.
Personality, patchwork & pixels
Our brand strategy gave us the perfect springboard for a timeless visual identity. A simple, elegant logotype with just the right level of celebratory quirkiness still maintains a visual link with parent brand, Humanists UK. The diversity-of-life stories are expressed through a vibrant patchwork of pixels and imagery, building a versatile visual language. The hero brand property, The DNA Signature Strip – a multi-coloured pixel code – embodies the concept of the individual in a distinctive and ownable brand asset.
A brighter & bolder future
Rebranding has brought clarity, creativity and appeal to Humanist Ceremonies’ positioning and marketing communications. It has been embraced and loved by the network, giving renewed energy to build advocacy and the confidence to leapfrog the competition.
Client
Humanists UK / Humanist Ceremonies
Project
Rebranding UK’s leading humanist celebrant organisation
Sectors
Institutions & Not For Profits
Professional Services
Disciplines
Brand Strategy
Branding
Guidelines
Marketing Communications
Positioning
Social Media
Strategy
Visual Identity
Website Design
