Case study: Project management of a full rebrand for a mental health charity
Client: Let’s Talk Well
What we did
We managed the end-to-end project management of Let’s Talk Well’s full rebrand, guiding the charity through a complex renaming, rebrand and digital transformation. Our work included planning, strategy, impact assessment, website procurement and rebuild and coordinating the rebrand across all digital and print assets. The project culminated in a successful public launch, supported by targeted press coverage and stakeholder communications, ensuring the new identity resonated with the charity’s primary audience of 9–25 year olds.
The challenge
The charity wanted to ensure more young people in Gloucestershire felt able to access their free counselling and mental health support. The previous name, TIC+ (and formerly Teens in Crisis), was perceived as only serving teenagers in crisis, creating a barrier to engagement. The challenge was to deliver a full rebrand, including renaming, website redesign, digital and social media account rebranding, stakeholder and staff communications, while ensuring the new identity was inclusive, safe and engaging for young people, their families and partner organisations.
The objectives
- Implement a new name and brand identity informed by young people and stakeholder consultation
- Ensure the charity’s services feel accessible to 9–25 year olds
- Carry out a website audit, request for proposal, options appraisal and commission a rebuild
- Rebrand all digital accounts including eight social media accounts and coordinate messaging across channels
- Plan and implement stakeholder and staff communications to ensure all involved feel part of the journey
- Prepare for a high-impact launch with press coverage and community engagement
- Maintain continuity of services and reassure stakeholders throughout the transition
Our strategy
- Developed a structured project plan and timeline, including risk management and stakeholder communication
- Conducted an organisation-wide impact assessment to understand how the rebrand would affect operations
- Coordinated website procurement and project management to bring the new brand to life online
- Oversaw social media rebranding to align all channels with the refreshed identity
- Ensured input from young people, families, staff and partners informed all decisions, embedding inclusivity and relevance into the rebrand
The implementation
- Planned and managed the full rebrand project from start to finish, liaising with Creative Concern for brand design and Lines Group for website development
- Conducted website audit, wrote the request for proposal and oversaw options appraisal and rebuild including streamlining the user experience to make accessing services easier
- Coordinated updates across all social media accounts, ensuring visual and messaging consistency
- Engaged young people, parents, carers, staff and partners in consultation, including the Let’s Talk Well Young People’s Voices Group
- Organised and executed the launch on Monday 14 April 2025, including press release and communications strategy
- Secured media coverage and ensured launch messaging clearly conveyed accessibility, support and safety
The results
- Successfully rebranded TIC+ to Let’s Talk Well, creating a welcoming, inclusive identity for 9–25 year olds
- Launched a new website that clearly communicates services and support available, reducing confusion and trepidation for first-time users
- All company assets have a consistent brand identity, helping engagement and loyalty
- Young people felt engaged throughout the process ensuring their perspectives shaped the rebrand
- Achieved regional press coverage and public awareness through a strategic press release and media engagement campaign
- Helped the charity maintain continuity of services while reaching more children, young people and families
- Delivered all outputs on schedule, on budget and in alignment with the charity’s mission
- Completed comms plan for their first conference which they were able to launch with confidence in the brand
