London-based design agency underscore has won a new rebranding project for the UK’s financial capability charity, previously known as Credit Action, following a competitive five-way pitch.

Underscore will be in charge of transitioning this body into a fresh identity as ‘The Money Charity’. Underscore’s experience in rebranding non profit organizations allows it to identify with Credit Action’s audiences and needs.

However this time, they’re taking it more personally. By playing with ‘The Money Charity’s reputation as a hands-on team that are heavily involved in all aspects of the organization, underscore has created individualised identities for each of the charity’s employees.

Underscore are allowing each employee to add their own handwriting to the core identity logo and these slight variations of the words ‘The’ and ‘Charity’ around a uniform black ‘Money’ may just add the human touch that Credit Action was missing.

The charity lists money education and financial literacy as its core objectives, working predominantly with government, regulators and the lending industry to ‘help everyone stay on top of their money and live a happier and more positive life’.

Accordingly, underscore is hoping to engage a broader audience with their rebrand, connecting with young people through the means of digital design.