Developing a new identity for Britain’s oldest military charity involved an examination of how the organisation functions and how it is perceived by its stakeholders.

Figtree | Prophet has unveiled a new visual identity for SSAFA (formerly Soldiers, Sailors, Airmen and Families Association), the 128-year-old charity that supports Britain’s armed forces and their families, in a bid to increase awareness and redefine the organisation’s positioning. Research into the perceptions of staff, volunteers and the countless veterans and servicemen and women SSAFA works with on a daily basis helped Figtree to clarify the organistaion’s most-valued quality – family.

By using SSAFA as a word, not an acronym, and introducing a new visual identity, Figtree hoped to differentiate the organisation from the plethora of military charities that have emerged recently.

With a valued heritage to build upon, Figtree expanded upon the family-centric outlook of those involved in the charity and developed an identity emphasising the support, dedication and commitment SSAFA espouses.

The two year process resulted in a rebrand with a personal tone of voice but a strong and bold graphic-led approach to family. A central element is the underlined, all-caps typeface. “The underline represents lifelong support,” creative strategist at Figtree, Joe Ryrie, says. He adds that SSAFA’s unique position of working across the British Army, Royal Navy and RAF inspired the colour palette for the rebrand.

Figtree previously worked with SSAFA on the charity’s 125th anniversary campaign in 2010.