Counselling Changes Lives

January 2018

The British Association for Counselling and Psychotherapy

Type of work
Brand relaunch

A man tickling his toddler daughter in the sunshine

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 Guidelines, templates and training resources relating to brand identity were out of date and rarely used.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

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 were designed to reflect a fresh, confident outlook and to reflect BACP’s bold new tagline: counselling changes lives.

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.

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 Re-Launch at the 2018 Membership Excellence Awards.


Counselling changes not just the lives of individuals, but of families and communities.

Our desire for social justice determines everything we do and guides our relationship with our members and the public, as well as commissioners and government. It’s why we champion the counselling professions as a viable, and increasingly evidence-based choice for people. We know counselling works.

We’re alongside our members throughout their careers and put them at the heart of what we do. We understand their needs and support them in making a positive difference to the mental wellbeing of their clients.


“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