Helping a charity evolve without losing its identity

Originally known as RP Fighting Blindness, the charity faced an unusual challenge. Advances in medical research meant the term Retinitis Pigmentosa was becoming clinically obsolete, leaving the organisation with a name that no longer reflected the language used by healthcare professionals or the future direction of the charity. At the same time, the charity wanted to broaden its reach, attract new supporters and expand the services it offered.

The challenge was to develop a new identity that felt contemporary and inclusive while retaining the trust and recognition built over many years.

We began with a collaborative workshop involving staff, trustees, stakeholders and service users to understand what the new identity needed to achieve. From there, we developed a naming strategy, explored multiple directions and ultimately introduced the name Retina UK alongside the strapline Working for people with inherited sight loss.

The work extended beyond the name. We created a complete visual identity inspired by the biology of the retina, selecting typography, colour palettes and imagery with accessibility at their core. The result was a brand that reflected the charity’s expertise, supported people living with inherited sight loss and provided a flexible foundation for future campaigns, digital services and communications.