Relate

Agency: Ogilvy UK

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Relate is a charity dedicated to supporting people through the complexities of relationships, but visually, their brand wasn’t reflecting the humanity of the work they do. When they came to us, the identity felt muted, grey, and distant, with little personality or emotional warmth.

Our role was to reimagine Relate as it truly is: human, empathetic, and deeply relatable. We evolved the brand into something warmer, more open, and more approachable.

At the heart of the refresh was a simple, ownable idea: We can relate – a line that works both as a statement of empathy and a flexible device across communications. From there, we built a cohesive visual and verbal system designed to feel modern, inclusive, and emotionally intelligent.

To ensure longevity, we delivered a full suite of brand tools: templates, tone-of-voice guidance, and clear visual principles that empower the team to create consistent, human-centred communications well into the future, without losing warmth, clarity, or credibility.

This is what Relate looked like when we first met them. The brand felt outdated, cold and very transactional.