Autism Action
Autism Action: A Bold New Identity Driving Real Change
Branding Strategy
Brand Messaging
Naming
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With an evolving mission and model, the Autism Centre of Excellence at Cambridge needed a new name, proposition and visual identity. One that would carry on and encapsulate its proud history of research-led campaigning and association with the University of Cambridge. But be clearer, simpler, and more aligned to the needs and priorities of the autistic community it serves.
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We worked closely with the team at the charity, including trustees and ambassadors to inform our approach. And our work was guided throughout by regular engagement with the charity’s 800-strong community panel - all people who are autistic or have a close link to autism.
The Outcome
The new brand has been launched through careful consultation with the autistic community. With accessibility at the heart, it’s a flexible, digital-first identity that can be adapted for a wide spectrum of communication needs.
It combines an authoritative focus on data, research and autistic perspectives; with a strong activist persona needed to cut through in a busy media environment. The brand was launched with an event at the Houses of Parliament in February 2025.
This is just the beginning - the charity now has the platform it needs to make its ambitious agenda mainstream. Creating real, measurable and long-overdue changes in the lives of millions of autistic people.
The KICO Collective team
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Reuben Turner - Brand strategy, messaging, naming
Kirsty Faulkner - Creative lead and brand design
