Rebranding a 40 year old charity to make it relevant and fit for the future

Crohn’s and Colitis in Childhood Research Association - CICRA


Client | Crohn’s and Colitis in Childhood Research Association - CICRA

Objective | New brand identity and website to reflect the family friendly nature of this charity.

Our role | Rebranding | Illustration | Design


A childhood unlimited

CICRA lead research into better treatments for childhood inflammatory bowel disease (IBD) and support children and families. Although they’ve been through a few logos in their 40 year existence, they had never undergone a major rebrand project to reflect who they are and what they do.

The leadership team needed a simple and straightforward approach to this project. They approached us and asked us to take on the project, building on research that had been previously commissioned. We took that information and used it to build a vision, mission and values which formed the foundation stone of the brand.

From the start, HeylinSmith have been attentive to our needs, insightful about our audiences and authoritative on the process. They have been incredibly supportive of us, 
and taken time to understand the internal aspects of this major change project, bringing all our key stakeholders along with the work, whilst maintaining the brand integrity.
— Nick, CEO

We created a range of identities to discuss with the team, moving the brand in a direction that they felt was right for them. We wrote a guidelines document which advised on visuals, tone of voice and illustration style. Then we started to design the website.

The previous website was contect heavy and difficult to navigate, so we wanted to deliver a website which was clean and uncluttered. We worked with developers to build the site, managing the relationship to make the process as easy as possible.

Once the brand was agreed, we set to work on updating key documents, including a quarterly newsletter, education and medical resources, as well as membership on-boarding items.

The personable and friendly nature of HeylinSmith means they are a joy to work with and they have represented extremely good value for money for our charity, and we are very happy to recommend them.
— Nick, CEO