Although Guide Dogs is one of the UK’s best-loved charities, few people understand the scale of their work. A renewed mission statement developed by Interbrand’s strategy team had to be embedded throughout the organisation and then communicated to the charity’s key audiences. 

I was lead designer working with my design director developing the ideas for the initial creative routes. Creating stimulus for research, then creative concept refinement, crafting the identity elements and overseeing the development of brand guidelines.