A unified name and identity that’s a catalyst for evolution.

What we did:

A unifying, forward-thinking philanthropic vision.

The brand that would become “Impetus” was created when the Impetus Trust and Private Equity Foundation (PEF) announced their intention to join forces. The union marked the start of an incredible collaboration between two innovative organisations committed to unlocking the full potential of social enterprises and charities in their region.

With a rich history of success empowering transformative groups, both entities were looking forward to a future of rapid growth. Their combined resources and expertise would ensure they could have an even more significant influence on the lives of disadvantaged children and young people. First, however, they needed to consolidate their identities, with a new name and brand.

The brief

The evolution of impetus: Creating a new identity.

The fusion of PEF and Impetus Trust brought with it a unique branding challenge. Both organisations already possessed significant brand equity in the philanthropic landscape. Each had significant brand recognition and were seen as credible authorities in their space. The unified entity needed its own personality, brandmark, and visual identity, that encapsulated the essence of the predecessors.

The organisations approached Fabrik with the task of creating a new identity that maintained the reputation the two Groups had worked so hard to build, resonating with staff, supporters, and stakeholders. At the same time, they wanted the new brand to stand out as an exciting marker of progress, capable of inspiring the communities they worked with.

Our input

Designing a cohesive brand for Impetus.

The Fabrik team engaged in comprehensive conversations with both Groups’ key staff and stakeholders, learning more about the spirits of the brands. We embraced a collaborative approach to the rebrand, uncovering the core attributes that would define the new identity. This immersive process allowed us to craft a brand strategy that aligned with the ambitious goals of the new entity.

We designed an evocative new brand mark for the team, settled on the powerful name “Impetus” for the merged brands, and created a user-friendly new website for the organisation. Our work encompassed everything from workshops and focus groups, to strategy and positioning guidelines, as well as comprehensive brand testing and validation.

Our output

A philanthropic brand reborn: The Impetus journey.

Our work with Impetus was fuelled by the desire to reflect both continuity and positive change in the brand’s vision. We developed a modern and bold brand identity, that resonated both with the existing communities served by the Groups, and prepared the venture for a bright future.

Our holistic strategy infused elements of both groups with the teams ongoing passion and generosity. The new name, visual identity, and digital presence of the unified brand positions the new organisation as a leader in both innovation, and compassion, ready to inspire future supporters.

What we did:

—Focus groups
—Brand strategy
—Logo design
—Visual identity
—User guidelines
—Literature design
—Website design
Kind words

Customer testimonials

We’ve worked with many agencies over the course of our careers, and Fabrik is definitely one of the very best! It took on the challenge of our merger rebrand – which had extremely tight delivery deadlines and budgets – with enthusiasm and confidence, and the same team who attended the pitch remained with us throughout. We are delighted with the dynamic brand and visual identity Fabrik produced for us.
Communications Director
Impetus - Private Equity Foundation

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