News & thinking

Cranfield Trust launches
new brand

February 17, 2023
February 17, 2023 Affinity Team

Cranfield Trust launched its new brand this week and the Affinity team are proud to have been involved in its development. The trust has ambitious growth plans over the next five years and the new brand will serve as both a strategic and visual asset in driving the organisation towards its goals.

Cranfield Trust is the charity that other charities come to for free advice, training and support. It works on a pro bono basis with hundreds of small to medium-sized charities every year, helping them to adapt, succeed and deliver. Its services range from ‘dip-in-and-out’ online information to bespoke consultancy on topics such as business planning, financial management and charity governance.

Over the past year, Affinity’s UK team has been collaborating closely with Cranfield Trust’s senior leadership to develop the strategic foundations of the brand. This includes an evolved purpose, mission and vision, as well as new values, messaging and propositions for its various audiences.

More recently, we’ve been working with Cranfield Trust’s Marketing team to create a visual identity that reflects the organisation’s unique position as both a charity and a consultancy. This includes brand guidelines to help Cranfield Trust’s internal teams and freelancers create reports, presentations, event stands and a variety of other communication assets.

“We’re very grateful to Affinity for helping us to develop how we talk about ourselves, our values and what we do. They’re a lovely group of people and did a great job at getting all our internal and external audiences engaged and excited in the rebrand journey. We’re delighted with the outputs of the project and feel a renewed sense of purpose as we take on 2023.”

Amanda Tincknell, CEO of Cranfield Trust