Newlife, the charity providing vital equipment and support to disabled children and their families across the UK, has unveiled a bold new brand positioning and visual identity designed to champion the joy of childhood.

With 1.7 million disabled and terminally ill children now living in the UK, Newlife provides a vital lifeline to families, delivering life-changing and life-saving equipment while campaigning for a future where every child has access to the support they need and deserve.

We worked in partnership with Newlife to develop the organisation’s new positioning and visual identity, bringing greater warmth, energy and optimism to every part of the brand. Putting disabled children and the joy of childhood at its heart, the refreshed identity spans a new logotype, brand mark, colour palette and visual language, extending into a vibrant new retail experience at Newlife’s flagship store in Cannock.

At the heart of the new positioning is Newlife’s mission ‘to empower all disabled children and their families to live life to the fullest’, shifting the focus beyond the vital equipment and practical support Newlife provides to what that support makes possible: greater freedom, independence and the everyday joy of childhood.

We brought the positioning to life through a vibrant new visual identity designed to feel positive, energetic and distinctly Newlife. A new logotype introduces soft, playful curves, while a new brand mark transforms the ‘N’ of Newlife into a heart, designed to work flexibly across print, physical spaces and digital content, including animation. 

A bold new palette of bright blue, yellow, green and orange, balanced by softer secondary colours, brings further warmth and energy to the brand and gives Newlife a more distinctive and recognisable presence across every touchpoint.

We also translated Newlife’s new brand positioning and identity into a reimagined retail experience at its Cannock Superstore, creating a brighter, more engaging and contemporary environment while retaining the sense of discovery at the heart of Newlife’s offer. The concept is designed to provide a blueprint for a potential rollout across Newlife’s other UK stores in the future.

The redesigned Cannock store introduces clearer zoning and navigation, stronger product categorisation and a refreshed approach to signage, communications and merchandising. Newlife’s bold colour palette runs throughout, bringing confidence and personality to the space while creating a more distinctive, fashion-led shopping experience.

Brand storytelling is woven throughout the customer journey, using key moments to share the powerful story of the charity and demonstrate the impact of every purchase. The experience also celebrates the joy of discovery created by an ever-changing mix of brands, while shining a light on the community behind Newlife and its role in circular fashion - giving surplus stock a new purpose.

Together, the new brand and retail experience mark an important new chapter for Newlife - bringing greater visibility to its mission while celebrating the joy, possibility and individuality of childhood. From the way the brand looks and speaks to the way families experience it in store, every touchpoint is designed to put disabled children at the heart of the story and show what can be made possible when they have the right support. As Newlife looks to build on the new concept across its wider retail estate, the ambition is to create a more joyful, distinctive and meaningful experience for every family who comes through its doors.

Matt Avery, Associate Creative Director at Dalziel & Pow, said: “Newlife is a truly exceptional charity that provides much-needed support for disabled children and their families. Our strategy was built on a crucial shift in perspective, moving beyond the solely functional provision of equipment to focus instead on the true emotional impact of Newlife’s work: happy, joyful children empowered to live life to the fullest.”

Fiona Robinson, CEO at Newlife, said “Dalziel & Pow really understood what sits at
the heart of Newlife and have helped us translate that into a much stronger and more
distinctive brand personality. They’ve brought a more confident, hopeful and human
use of language to the brand, alongside an identity and retail experience that feel
true to who we are today, while reflecting our ambition for the future. The result feels
relevant, future-facing and built to grow with us, giving Newlife a powerful platform to
reach more people, build greater awareness of our mission and ultimately support
even more disabled children and their families to live life to the fullest.”

Huge thank you to our delivery partner on this project M2K Services for the fantastic shopfitting support.