Orthopaedic Research UK (ORUK) is the UK’s only charitable trust that funds research, innovative projects and educational programs to advance the understanding of musculoskeletal science, reducing the burden on healthcare by improving the lives of people across the UK who are affected by bone, joint and muscle wellbeing.
Historically, ORUK had suffered from a lack of a clear strategic direction and communicating the impact that could be attributable to the research funded by their grants.
We suggested a brand strategy that focused on transitioning from functionality towards becoming a cause with a more emotive purpose – on creating an inspiring movement that all staff, Trustees, partners, medical professionals, clinical researchers and commercial entities can buy into. This would in turn raise more awareness by attracting a broader spectrum of grant applications.
We created a more compelling narrative that had a clear purpose rooted in societal impact and was brought to life in the positioning strapline ‘Investing in our future movement.’
This new tagline reflects the charity’s desire to create a progressive group of MSK influencers, together with a strategic focus on innovative outcomes through the provision of funding.
Along with the new brand positioning, we updated the visual identity using the new tagline as the creative platform to create a feeling of dynamism and modernism. This has recently been launched through a new website and other communications materials such as reports and social media.
