A vibrant new brand reflective of working with young people

Impetus help to transform the lives of young people from disadvantaged backgrounds by ensuring they get the right support to succeed in school, in work and in life. They find, fund and build the most promising charities working with these young people. Impetus wanted a new coherent brand and visual style that was bold and reflected the vibrancy of the young people and organisations that they work with.

Impetus as a charity does so much to help young people - whether it is supporting them or opening doors for them. This gave us the inspiration to build a mark around the letter 'I' of Impetus. It visually represents the two strengths of the charity - being a pillar of support for young people, and their ability to open doors for young people through their work. We then worked on creating a bold visual identity to support the brand, again focusing and utilising the mark as a focal point of the graphic language. We used a range of bold colours to really help the charity stand out amongst their peers in the sector.

Impetus have really defined themselves as an impactful and bold youth focused charity. Their work is really important and the new brand has given them a platform to express that visually.