Bridges launches new brand

Bridges has a new visual identity, which the charity presented at a special Open Day and Rebrand Launch event.

The charity is now just called ‘Bridges’, having previously been known as ‘Bridges Project’. We also have a new logo and the new strapline ‘Inspiring Young People’.

As part of our rebrand, Bridges have additionally launched our new values; create a safe space, take pride and listen, advocate & empower.

‘Started off as a bit of a dream’

Emma Scarclifffe, Bridges’ CEO, said the idea of a rebrand was first conceived in 2022.

“It started off as a bit of a dream and something that would be ‘nice to do’”, she said.

However, after holding consultations with staff, Trustees and young people for the charity’s new strategic plan at the time, it became clear that there was a strong appetite for a rebrand.

“We then had a group of MBA students from the University of Edinburgh who did a project on whether we should rebrand and the conclusion was a resounding ‘yes’. This led to us starting a formal process of workshops, consultations and discussions with staff, Trustees and young people,” added Emma.

The new brand is informed by the outcomes of these activities, ensuring that Bridges’ new visual identity is genuinely co-produced and resonates with a wide range of stakeholders.

“In terms of our name, everyone felt a connection to ‘Bridges’ but young people didn’t like the word ‘Project’. This was the main reason for dropping that word,” said Emma.

There was also broad consensus for having a bridge in the charity’s new logo.

“We wanted to lean into our name while also signifying the upwards trajectory of young people’s journeys with us. Furthermore, the new logo resembles the Roman Bridge in Musselburgh and therefore also gives it that local identity,” said the CEO.

The new strapline and values were a direct result of stakeholders’ own experiences of the charity.

“We had long consultations with young people, Trustees and staff about how they felt about Bridges and how Bridges made them feel. Our strapline and values were directly based on what they said,” said Emma.

‘Represents who we are as an organisation’

Emma shared she was ‘ecstatic’ about launching the new brand.

“It’s sleek, modern and professional and really represents who we are as an organisation. Putting out all our newly branded items and driving into work and seeing our new branded sign has just filled me with pride. It’s been one of the most rewarding projects I’ve ever worked on,” she said. 

Successful launch event

To mark Bridges’ new branding, the charity held a special Open Day and Rebrand Launch on 3 September – the same day the new branding was unveiled.

In addition to meeting the charity’s staff and hearing about the various programmes they provide, the event offered attendees the opportunity to see Bridges’ new branding in action. They were also able to listen to a presentation about the rebranding process.

Nearly 40 representatives from the public, private and third sector, as well as councillors and MSPs, attended the event throughout the day.

Among the attendees were Councillor Andrew Forrest, Deputy Provost of East Lothian, and Councillor Ruaridh Bennett. In a joint statement, they said:

“It was great to visit Bridges on their Rebrand Launch and to learn about the process they undertook in rebranding. It was particularly heartening to hear that the young people who use the service were involved at the heart of it all and had their voices heard throughout.”

They continued:

“It was also good to discuss the ongoing invaluable work Bridges do for young people from across East Lothian and Midlothian and to read case studies of successes of young people from Bridges.”

Bridges’ CEO called the Open Day and Rebrand Day ‘the most uplifting day ever’.

Emma said:

“Welcoming so many people through the door to showcase our refreshed identity was truly wonderful. I cannot thank everyone who has supported us over the years, and continues to do so, enough for helping make the day so special. It was great to see some new faces too! I, along with the fantastic staff, Trustees, young people and volunteers at Bridges are excited to have stepped into this new era.”