The charity Tomorrow’s People has enlisted The Gate London as their first agency of record to help them be more distinctive and better reflect their values. Tomorrow’s People helps young people trapped by unemployment to transform their future and believes every young person should have the chance to build the best life they can, no matter how it started off.
Working closely together with the charity in a pro bono capacity, The Gate, MSQ Partners lead creative and media agency, transformed a previously conservative brand personality into a distinctive tone of voice, with a compelling new brand story at its heart: ‘Trapped young person breaks free’. This concise articulation of the problem that Tomorrow’s People is helping to solve was written based on insight from their young people and the obstacles they face.
To communicate this new story effectively, The Gate turned Tomorrow’s People’s corporate visual identity into a dynamic new brand with a tone of voice with attitude, confidently reflecting the charity’s personal approach and its impressively effective methods.
The Gate London’s CEO, Jamie Elliott said: “It’s a tragedy that so many of our young people are not in employment, education or training – and receiving little or no help to change this. We’re proud to be partnering pro bono with Tomorrow’s People to help put this right and we’re proud of this first step, which is to develop an identity that better reflects their personality and spirit.”
Martin Brookes from Tomorrow’s People’s commented: “The amazing work of teams across the whole of Tomorrow’s People and the achievements of everyone we help are what set us apart as an organisation. That is why I believe we needed a more distinctive and striking identity, reflecting how we work and what we do. Working with The Gate has been a fantastic experience and vital to helping us achieve our goal to reach more young people who are most in need.”