ABOUT

The Retail Trust has been caring for and protecting the lives of people working in retail for 190 years. The charity provides retail colleagues with vital support through emotional and physical wellbeing, financial aid and supported-living estates.

We were asked to help the Retail Trust rediscover its purpose and create a new brand identity and values, in a bid to broaden the Trust’s appeal and increase engagement with employees in the retail workforce. The development of a new, refreshed brand and its consistent expression across a wide range of applications has led to outstanding results.

OBJECTIVES:
- Deliver an increase of 15% to the social return on investment (SROI) the Trust provides
- Grow the value of retail clients the Trust provides health and wellbeing services for
- Increase the engagement of retail employees and their utilisation of services
- Attract more UK businesses and influencers to increase awareness of the Trust’s cause.

THE INSIGHT
Inspired by The Times newspaper report at the founders' meeting in 1832 at The London Coffee House, we created a reinvigorated purpose for the Retail Trust 'to create Hope, Health and Happiness for everyone in retail'. This become a rallying cry internally and externally.

With a rich history of pioneers who have embraced the cause, including Sir Hugh Fraser and Her Majesty The Queen (Royal Patron from 1948-2022), we acknowledge the remarkable work the Trust and its supporters do to provide colleagues in retail with a strong 'foundation to flourish' in work and life. This was the guiding light when creating the values and identity.

THE IDEA
Taking inspiration from the donation books found in the archives and the original charity monogram from 1832, we designed a new Retail Trust word mark and monogram, carefully crafting the ‘T’ and ‘Trust’ to provide the strong foundation and making the ‘R’ and ‘Retail’ flourish. Recognising proud origins but looking forward positively from ‘1832 onwards’.

As we look towards a brighter future, the colour palette is bold, optimistic and brings joy; the photography captures real stories that showcase the personality and diversity of people within the retail community and the illustrations are inspiring, full of charm, wit and positivity,

Working with stakeholders across the charity and industry we developed a new set of values and behaviours that embody the Trust’s strong cause - enabling it to have more meaningful ways of engaging colleagues, including:

- Together Fest: the UK’s first ever wellbeing festival for retail, Together Fest, brought together 600 retail workers at the Truman Brewery in London during Mental Health Awareness Week.

- A Nation of Shopkeepers: a short film that shines a light on retail workers and the vital role the Retail Trust plays in supporting their mental health and wellbeing.

All of which creates a fresh, modern and flexible brand that works well across the huge variety of activities the Trust is involved in, from fundraising to wellbeing, supported living and colleague events. A brand that has raised awareness and engagement amongst clients, colleagues and partners.

RESULTS:
- £129.2m in social value, a +31% increase YOY
- £15.63 return on social investment for every £1 spent
- 9,872 counselling sessions (47% increase)
- 14,252 calls taken by wellbeing helpline (10% increase)
- 3,695 retail colleagues trained at wellbeing and mental health courses (48% increase)
- An increase from 2% to 10% utilisation for the top 100 clients (industry benchmark 5%)
- 30%+ utilisation for the top 20 clients
- A DBA Design Effectiveness Award Winner

“The complete rebrand and repositioning of the Retail Trust has been transformational for our organisation at a time when the need for our services have never been more pressing. The agency has taken a 190 year old organisation, and given it a new lease of life, underpinning a vibrant future by rooting it in all that’s good about its history.”
Chris Brook-Carter, CEO Retail Trust