Disability charity Cheshire Centre for Independent Living has rebranded to Disability Positive, with a new logo, brand narrative and website, as well as a rebranding of its headquarters and revamping of its social media channels and printed materials.
The new name has been chosen to reflect the charity’s growth across the North West, to reconnect it with its values and to help shine a positive light on disability, according to UK Fundraising.
Disability Positive is based in Northwich and helps people with disability and long-term health conditions to live well. It employs over 70 staff, many of which live with conditions themselves, and supports over 10,000 people living across Cheshire and other parts of the North West.
The charity’s new brand has been developed by JG Creative in Nantwich to highlight the services and opportunities that Disability Positive provides to people living with disability and long-term health conditions, as well as their families.
A key part of the rebrand was to address the common representation of a disabled person is an icon of man in a wheelchair. JG creative helped the charity to develop a new icon to better represent the diversity of disabled people and the fact that disability isn’t always visible.
“When we started working with Cheshire Centre for Independent Living back in 2019, we knew its brand wasn’t aligned with the charity that exists today.” said Joanne Grubb, Managing Director of JG Creative.
“After some initial research, we discovered that there was a real disconnect between the old brand, and what people understood about the charity, with who it really was and how it wanted people to feel about it.
“Its previous name implied that the charity offers supported housing, but it actually provides services to help people live their everyday lives, to be part of their local community and to look after their own wellbeing. It also offers advice and help with practical tasks and advocates for people in lots of situations. All of these services are very positive for their services users and help to remove any barriers which stand in their way. This is where the name Disability Positive came from and I think it’s a much clearer message.”
“As a charity which is run by people living with a disability or long-term health condition, we believe that people are not disabled by their condition, but by a world that doesn’t meet their needs. This year has been a particularly challenging year for many people so it feels even more important that Disability Positive is here to make the world more accessible and to help society to understand disability in a more positive way that brings people together.” said Lynne Turnbull, Chief Executive of Disability Positive.
