Teach First is a charity that works with thousands of schools, recruiting and training UK’s top graduates and placing them in schools facing the toughest challenges. Following the appointment of a new CEO, they wanted to refocus their print-focused and ‘corporate’ brand style .
The new brand developed at Johnson Banks is led with a simple T/F monogram that echoes the strategic focus to ‘building a fair education for all.’ The design approach introduces a new typographic language, strong colour palette and graphic style and a revised art direction approach.
A key component of the relaunch is their teacher recruitment drive and growth of their schools network. A multi-faceted, multi-channel advertising campaign was developed this based upon the idea of the choices that their many target audiences face – and that by joining or supporting Teach First, you can ‘alter the outcome’.
The campaign was applied and adapted across over a dozen market segments, each with carefully nuanced messaging and content.