Rediscovering the x factor

Tudor Reilly worked with an important patient umbrella group, Genetic Alliance UK, to develop a new identity to resonate more clearly with key stakeholders and to better reflect the organisation's mission and purpose. The project included interviews with about 30 internal and external stakeholders to inform new messaging and to draw up a short list of potential names, logos and taglines. On 1 June 2010, the organisation officially changed its name from the Genetic Interest Group to the overwhelming first choice of Genetic Alliance UK.

The new Genetic Alliance logo eradicates the false impression that it is a research-based organisation and more accurately reflects its true identity as an umbrella group for 130 charities supporting people with genetic diseases

Challenge
Genetic disorders are often not fully understood and many are incurable. People with genetic disorders face a lifetime of potential treatment and contact with health service professionals, so it's vital that they have a say in how best to define future treatments. The Genetic Interest Group (GIG) was established to be the voice of patients with genetic disorders. The umbrella organisation represents over 130 charities to support affected children, families and individuals, but in recent years the work of the organisation has been misunderstood and its brand not easily recognised.

Tudor Reilly was asked to develop a new identity that would resonate more clearly with those crucial to the future of the charity. The objectives were to develop a new name, logo and tagline, new messaging, brand guidelines and to support with implementation.

Solution
Tudor Reilly began by leading a review with a representative poll of GIG's internal and external stakeholders to obtain feedback on the existing brand and identify the elements to be kept and those that could be lost. It was found that although GIG was an extremely well-respected organisation, its work was not always well understood. The logo was often misinterpreted to reflect sexual health issues, rather than genetics. Some thought the charity was involved with medical research.

Based on this feedback, Tudor Reilly worked with its designers to create a short list of three innovative names, logos and taglines. The proposed identities were tested through in-depth phone interviews with stakeholders. The final choice was clear and put to the organisation's board of trustees before the roll-out of the new identity began. Brand guidelines ensured that the new brand was applied consistently to all materials.

Results
The organisation officially changed its name to Genetic Alliance UK on June, 2010. An online survey measured the success of the new brand and feedback was extremely positive, with 81 per cent of respondents voting the results a big improvement.

"A million times better! It reflects the aims and activities far more clearly – the previous name and logo gave the impression of a more science/research/lab-based organisation," said one enthusiastic respondent.

Client verdict
"Tudor Reilly has provided us with out-standing support in researching, creating and planning our rebranding. As a third-sector organisation representing patients' viewpoints on all aspects of genetic disorders, we are dedicated to influencing the healthcare industry and governments here and in Europe, and we have a diverse group of stakeholders. Tudor Reilly has helped us to reach and listen to these many groups and engage them in productive dialogue to ensure our strategy and future branding is relevant and has the high level of impact we have been aiming for."

Chris Goard, Trustee

Case study details

Client: Genetic Alliance UK
Agency: Tudor Reilly
Campaign: Creating a revitalised brand for a UK patient group
Timescale: 18 months to June 2010

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