Rebranding? Better call a professional

Brand relaunch and training | BACP | January 2018

An award winning brand relaunch for a membership organisation. It encompassed tone of voice, writing guidance and a comprehensive training programme.

A brand in need of TLC

The British Association for Counselling and Psychotherapy is the UK’s professional association for therapists.

BACP hadn’t refreshed its brand in over a decade. The visual identity was stale and old-fashioned. Brand guidelines, templates and training resources were out of date and rarely used. As a result, BACP’s communications were inconsistent and fragmented. A profusion of sub-brands diluted the core brand proposition. Tone of voice veered from dry and academic to flowery and sentimental.

An illustration of a group of people talking.
When you represent a profession that’s all about communication, clarity and a warm tone of voice are vital.

Rebranding and training

I oversaw the roll-out of BACP’s new brand narrative and visual identity. I led an internal project team and collaborated with design and print suppliers. Working alongside an external agency, I made a significant contribution to BACP’s new tone of voice principles. These principles reflected a fresh, confident outlook and mirrored a bold new tagline.

As part of the brand project, I delivered a programme of staff training events to embed the new brand throughout the organisation. This included workshops for writers and content producers to help them put the new tone of voice guidelines into practice.


This rebrand found success over various mediums. It had a clear rationale for the brand relaunch and a strong proposition that counselling changes lives.

Judging panel, 2018 MemCom Awards

High-level recognition

In May 2018 the rebrand campaign was highly commended by Memcom, the leading association for membership communications professionals. It won an award for Best Brand Relaunch at the 2018 Membership Excellence Awards.

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