MS Trust is a UK-based charity that supports people living with MS by providing trusted information, personalised guidance and frontline services. The organisation plays a vital role in the healthcare ecosystem, educating new health professionals and funding specialist MS nurses in areas of greatest need across the UK.
While the charity sector has evolved dramatically, MS Trust’s brand has remained largely unchanged. Audience behaviours have shifted, digital channels have become dominant and the number of charities competing for attention and funding has increased significantly. Red Stone was commissioned to shape a new brand to mark a new chapter for the charity as it looks to the future.
Engagement
– Engaged and managed input from stakeholders throughout project
– Consultation with in-house design team
Discovery
– Brand workshops
– Desk research, market analysis and competitor review
– Surveys, interviews and quantitative analysis
Strategy
– Position, mission and personality
– Brand story
Creative
– Visual identity system
– Logo and strapline creation
– Iconography and illustration
– Motion
Testing
– Creative workshops
– Quantitative testing
Delivery
– Brand guidelines
– Multi-touchpoint brand assets
– Guidelines training
A renewed sense of clarity and purpose
In line with a full organisational strategic review by MS Trust, the new brand reflects MS Trust’s renewed sense of purpose, while supporting growth, connection and income generation across all audience groups.
The brief was ambitious. The new brand would help MS Trust strengthen its position in a crowded and often confusing charity environment. Public awareness of MS charities is high, but many people frequently confuse MS Trust with similarly named organisations – particularly the MS Society. This confusion has made it harder for the charity to build recognition, attract support and stand out as a trusted, independent voice.
Speaking to all audience groups
From the outset, a digital-first approach was essential. From visual identity to tone of voice, everything needed to be considered to reach, resonate with and reassure a diverse set of users.
Users span a wide range of audiences, from individuals at the earliest stages of the condition, through to people with more advanced MS, their carers, health professionals, donors and volunteers. We ensured that the new brand speaks to all of these groups, while also being clear, unified and emotionally engaging. In particular, it needed to support the charity’s ambition to reach younger and more diverse audiences, without alienating the loyal supporter base that currently forms its core.
From complex to compelling
We worked closely with MS Trust to define the brand’s purpose, values and personality, translating complex strategic goals into a clear, compelling brand identity. This involved deep audience insight, brand strategy development, a refreshed visual and verbal identity and practical assets to support implementation across every channel and touch point. Accessibility was central to every stage of the process, ensuring the brand is inclusive for people with visual impairments and cognitive challenges.
Working towards a common goal
Developed in collaboration with MS Trust’s internal team and digital agency, the brand’s launch was timed to align with the charity’s new strategic plan. This involved the development of a comprehensive set of brand guidelines, along with templates for digital, social and print applications.
Building on legacy, preparing for the future
The result is a brand with clarity of purpose and increased audience recognition, opening up new opportunities for partnerships, funding and growth.
It’s a significant opportunity to redefine a vital organisation, to build on its legacy while preparing it for the future. By creating a brand that is bold, accessible and emotionally resonant, MS Trust will be equipped to reach more people and make a greater difference to those affected by MS.
