Branding for charity supporting Nottingham's youth since 1993.
Creating an inclusive and safe brand to support young people
Why Base 51
“Charities like BASE 51 are incredibly important. Young people living in areas of poverty are often overlooked and, without help, could be at risk of serious issues like substance abuse, lack of education, homelessness, and mental health struggles.”
Michelle Pavey
“A safe place where change begins.”
Research and engagement
We ran workshops with Base 51 staff, volunteers and service users, and engaged with young people aged 11 to 22 from across Nottingham. What they told us shaped the entire project. The existing brand felt dated and inconsistent, and the misconception that Base 51 was exclusively an LGBTQ+ organisation was putting other young people off. Most importantly, they didn’t want a brand that represented them as people who needed help. They wanted something they could genuinely connect with, a brand that reflected their energy, their community and their identity.
Brand strategy and identity
The new identity needed to communicate welcome and safety to young people, while holding the professional credibility the training academy required. We developed a bold, purposefully imperfect identity with a handcrafted logo that brings energy and individuality to the brand. A vibrant colour palette balanced youthful energy with more professional tones for the academy. Gradients add fluidity and a sense of growth. The identity embodies the values that came directly from the research:
Inclusivity
A welcoming space for all young people, regardless of background..
Empowerment
Encouraging youth to seek support and take control of their future.
Community
Fostering belonging, togetherness, and local pride.
Trust
A safe, judgment-free space where young people feel heard and supported.
Professional support
Elevating both their youth services and training academy.
A custom system of service marks, covering Youth Club, Counselling, Safe Space, Outburst and more, gives each area of Base 51’s work its own visual personality within a coherent whole, helping young people quickly identify the support available to them. The system is designed to grow with the organisation as new services are added.
Social media presence
We revitalised Base 51’s social media presence with dynamic visuals and a cohesive aesthetic, giving their team a consistent and recognisable framework for their content across platforms.
“The new branding will allow us to better connect with 11-25 year olds and to inform them of our life-changing services in a more engaging format. Kind took into account all the opinions/thoughts and created something that sums up our brand and gives us a up-to-date look.”