Switchboard Verbal Identity
Building with the community
With such a rich history, we started our research by visiting Switchboard’s archives to learn more about how they’ve shown up over the years. This took us on a journey from their early days answering phones in the basement of a North London bookshop, to their more radical days during the AIDS crisis in the 1980s, and all the way through to the modern, multi-platform support service they are now.
Speaking to the volunteers and trustees also helped us to understand the nuances of all the different ways in which Switchboard supports people and how important their work is for those who identify as part of the community.
Creating space for every conversation
The brand idea we developed for Switchboard positioned them as a ‘space for every conversation’. This captured the sense of them being a welcoming, open space for anyone in the extended community to be able to talk about whatever is on their mind.
This influenced the new descriptor – the national LGBTQIA+ support line – which represents a shift to be even more inclusive, and signals that Switchboard is not only for those in crisis, but for anything you might want to explore.
Here for it all
To be truly welcoming, and to feel accessible to all parts of the community, Switchboard’s grounding tone of voice principle had to be inclusive language. This means acknowledging people as they are, being respectful of where they are on their journey, and mindful that they may not have it all figured out yet.
On top of this foundation, we developed three key principles that allow Switchboard to adapt to the emotional context of their audience and channels. These are:
Sensitive
This principle is influenced by Switchboard’s ethos of being non-directive in their support. For their brand voice, it means being warm, open-ended and sometimes saying less – creating space for others to talk through or process their thoughts. This is particularly important when speaking directly to people who might be experiencing challenges.
Dependable
For people reaching out to Switchboard for the first time, it can feel like a big step. So it’s important that the brand feels dependable. This means bringing a sense of calm and reassurance with simple, encouraging words like “We’ll talk it through” or “Feeling heard helps”. Getting to the point quickly helps people feel confident they can find the support they need.
Illuminating
Over the years, Switchboard has been a clear and unmistakable voice that champions the community and has helped inspire wider change. So whilst individual conversations can be illuminating on their own, it’s also crucial that Switchboard has the power to speak with clarity and conviction when it comes to issues on a societal level. That means putting a spotlight on hope, being real and sometimes speaking truth to power.
Explore the full case study here.
Credits:
- Peter Larkin - Creative Director
- Harriet Kindleysides - Senior Strategist
- Anna Barton - Senior Designer
- Yumna Matar - Project Manager
- Tim Sprague - Marketing & Communications Manager
- Anikó Legner - Copywriter
Switchboard Verbal Identity
Building with the community
With such a rich history, we started our research by visiting Switchboard’s archives to learn more about how they’ve shown up over the years. This took us on a journey from their early days answering phones in the basement of a North London bookshop, to their more radical days during the AIDS crisis in the 1980s, and all the way through to the modern, multi-platform support service they are now.
Speaking to the volunteers and trustees also helped us to understand the nuances of all the different ways in which Switchboard supports people and how important their work is for those who identify as part of the community.
Creating space for every conversation
The brand idea we developed for Switchboard positioned them as a ‘space for every conversation’. This captured the sense of them being a welcoming, open space for anyone in the extended community to be able to talk about whatever is on their mind.
This influenced the new descriptor – the national LGBTQIA+ support line – which represents a shift to be even more inclusive, and signals that Switchboard is not only for those in crisis, but for anything you might want to explore.
Here for it all
To be truly welcoming, and to feel accessible to all parts of the community, Switchboard’s grounding tone of voice principle had to be inclusive language. This means acknowledging people as they are, being respectful of where they are on their journey, and mindful that they may not have it all figured out yet.
On top of this foundation, we developed three key principles that allow Switchboard to adapt to the emotional context of their audience and channels. These are:
Sensitive
This principle is influenced by Switchboard’s ethos of being non-directive in their support. For their brand voice, it means being warm, open-ended and sometimes saying less – creating space for others to talk through or process their thoughts. This is particularly important when speaking directly to people who might be experiencing challenges.
Dependable
For people reaching out to Switchboard for the first time, it can feel like a big step. So it’s important that the brand feels dependable. This means bringing a sense of calm and reassurance with simple, encouraging words like “We’ll talk it through” or “Feeling heard helps”. Getting to the point quickly helps people feel confident they can find the support they need.
Illuminating
Over the years, Switchboard has been a clear and unmistakable voice that champions the community and has helped inspire wider change. So whilst individual conversations can be illuminating on their own, it’s also crucial that Switchboard has the power to speak with clarity and conviction when it comes to issues on a societal level. That means putting a spotlight on hope, being real and sometimes speaking truth to power.
Explore the full case study here.
Credits:
- Peter Larkin - Creative Director
- Harriet Kindleysides - Senior Strategist
- Anna Barton - Senior Designer
- Yumna Matar - Project Manager
- Tim Sprague - Marketing & Communications Manager
- Anikó Legner - Copywriter