Actors’ Trust supports actors and stage managers across the UK in times of need and since 1882, the charity had been known as ‘The Actors’ Benevolent Fund’. Nearly 150 years later, low awareness, a dated website, and some bad press were all hampering the organisation’s bold ambition to increase its impact and reach within the performing arts community. Market research combined with careful member engagement pointed to the need to rename, refresh and modernise their brand to bring the charity’s exciting new strategy – Acting for Impact – to life.