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Kaleidoscope Plus Group
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Following a decision to disaffiliate from the national mental health franchise charity ‘Mind’, Kaleidoscope, previously Sandwell Mind, enlisted our help to re-launch the charity with a standalone identity. The new charity still wanted to work within the mental health sector however its new aims were to provide a more holistic approach to help, looking at a person and their problems as a whole from housing to health and wellbeing – something which the affiliation to Mind had not allowed.

The task therefore to us was to create a new identity which encompassed the charity’s roots but conveyed a message of health and wellbeing rather than just mental health.


Working alongside stakeholders, service users and the PIM (People In Mind) forum, we firstly conducted a questionnaire aimed to identify how people feel about the charity, what it meant to them and how they felt about the future changes.

We identified that one of the main things people felt about the charity was that it gave them hope for the future and the services they needed to change their futures. Service users reported being on a journey that was constantly evolving and brought together various aspects of their lives not just their mental health.

This first hand feedback enabled us to explore a range of options for names and logos that truly represented the personality of the charity. These ideas were then presented back to a number of focus groups to discuss options and test the perceived meanings, feelings and attitudes towards them.


Following overwhelming positivity and support for the name Kaleidoscope, the management board and stakeholders agreed, this name fully encompassed the aims and ethos of the charity and chose our personal favourite of the logo options to support the name.

As of the 1st April 2013, the charity officially ceased all connections with Mind and re-launched under the brand, The Kaleidoscope Plus Group. The changes and new charity were announced to the public and press through a launch event using Emmerdale characters, Cain Dingle and Rhona Goskirk to conduct the official opening following the characters recent troublesome storylines.

The charity has since received a huge uplift in user numbers and on several new contracts in areas outside of mental health which strengthens their holistic offering even further.

Read what PR & Communications Manager Greg Shelton has to say about working with CW here.

<b>Kaleidoscope Plus Group</b> <br />Brand Identity