Parkinson’s UK: Rebrand

Case Study


Parkinson’s UK

Type of Work

Brand proposition
Messaging system
Tone of Voice

Renaming and repositioning a fantastic charity

The challenge

Parkinson’s is a disease that tends to strike people in their 40s. Yet in 2010, the Parkinson’s Disease Society communicated and felt like an old-fashioned, stuffy organisation. This positioning was undermining its ability to engage and to fundraise.

What we did

Working in partnership with brand design agency The Team, we created a new name, a warmer brand proposition and a complete messaging framework for the organisation – including a new strapline. We also developed a more compelling and engaging tone of voice for the organisation and wrote key elements of the charity’s website.


The rebrand moved the organisation from feeling removed and academic to a fresh, relevant and campaigning positioning. Instead of immediately talking about research, the organisation began to talk about no-one ever having to face Parkinson’s alone.

Importantly, it also gave everyone in the organisation the tools to be able to tell the story of Parkinson’s UK consistently and energetically.

Want to learn more? You might enjoy these links:

Blog: How to create proposition
FAQS: Brand naming
FAQs: Brand positioning
FAQs: Creating a messaging framework
Explainer: What is a strapline?