Modernizing a British legacy
Crafting a new perception for a local charity
FOOD - British Benevolent Society
The British Benevolent Society of California is a charitable organization that offers aid to Bay Area British citizens. For over 100 years, the British Benevolent Society has been an active participant in local history, helping in crises like the Great 1906 San Francisco Earthquake.
A legacy like this can’t be imitated or recreated, but the British Benevolent Society was in a by-gone era. How could a society founded for gold miners become relevant with the younger demographic of 21st century Brits?
We quickly identified the largest hurdle: people frequently don’t know where to turn for help until it’s too late. The strategic goal consisted in modernizing the organization through its brand identity.
The first step was to shorten the organization’s lengthy name while maintaining an element of its prestige, and also reinstating the client as an integral part of the new generation of brits community.
After ideating and workshops, we decided an acronym that was short and recognizable, catchy for the less stuffy, newer audience. Adding a tagline to the name would safeguard the organization’s heritage. Meet BBS; Benefiting Brits since 1858.
Leveraging the society’s full range of events and capitalizing on its incredible heritage, we revitalized the BBS with a new sense of purpose. Our visual identity system increases recognition and nods to its British roots through a feeling of pride for the Union Jack. BBS communicates vitality, attracting a new generation of British citizens into the fold, bringing it up to speed.
The British Benevolent Society of California is a charitable organization that has been supporting British citizens in need in the Bay Area and the West Coast since 1896.