However, the CHIPS brand had become neglected, while the overall charity landscape has become much more sophisticated. Realising the importance of a strong brand to enable them to engage with their audiences, CHIPS sought the support of a major donor, and asked IE Brand to help them re-articulate their story.

Through research and engagement with CHIPS’ stakeholders, both in the UK and at their project in Ghana, IE unearthed the charity’s personality. This was largely inspired by the charity’s late founder, Roy Calvocoressi – a man described as insightful, fearless, independent, inspirational, Christ-like, creative, open to ideas and all beliefs, personable, patient, empathetic and visionary.

Roy’s personality lives on through CHIPS, but this wasn’t the personality that was coming through on their old website and comms.

• We only go where we are invited. We believe that CHIPS should only go where people want us. Peace cannot be imposed upon communities in conflict.
• We live in the heart of the conflict. We believe that we must live amongst communities in the heart of the conflict in order to understand their challenges.
• We take sides. Both sides. We believe in taking sides. Both sides. We seek to understand everyone’s perspective, and to build relationships.
• We’re here to stay We believe that a long-term commitment to sustainable development projects is the only way to achieve lasting results.

From this, IE crafted a compelling brand narrative. A detailed messaging matrix will help CHIPS to create consistent messaging for its key audience groups – from their close inner circle and regular church goers, to young Christians and the wider world (including the media).

The slogan 'We take sides. Both sides.' was taken from some existing CHIPS campaign materials. It perfectly summed up what CHIPS do, who they are and how they behave in a uniquely attitudinal, human way. So we made it the charity's overall strapline.

IE’s design team created an exclusive hand-cut font – CHIPS Press – which adds a strong personality and grit to the charity’s comms. Complimentary illustrations are based on repeat patterns, to convey the community and group work inherent to the charity’s work.

The new, simplified, logo reflects the CHIPS approach of taking both sides in a conflict – with the “I” symbolising the divide they always straddle in their peacemaking.

Authentic and versatile visual identity

We also drew from CHIPS’ extensive library of archive photographs from projects spanning half a century, adding to the authenticity of the brand.

The resulting visual identity is versatile enough to accommodate a diverse range of potential CHIPS’ projects – it can look youthful and urban for inner city projects like Brixton, or more humanitarian and traditional when supporting rural communities in Ghana.

When all of the brand elements are put together, they portray a more confident CHIPS’, supporting their renewed ambition. They’ll be unashamed in asking more of their supporters when they need funding to grow their inspirational work, as well as help through volunteering and prayer.

This in turn will enable CHIPS to bring reconciliation to more divided communities at home and abroad, and improve life for people living in extremely challenging environments.

"It’s Cyprus, December 1963. Fighting’s broken out between Greek and Turkish Cypriots. You’re in the middle of the conflict – an abandoned village surrounded by wilting citrus groves. One side has the water, one side has the land. WHAT WOULD YOU DO? Find out how the story ends at chipspeace.org"

We also created a set of brand guidelines and packaged template files. These record best practice and provide clear guidance on how best to create on-brand comms collateral, protecting CHIPS investment in their new brand. 

Finally, we created a high-level fundraising and communications plan to kick-start the new phase of CHIPS' development and growth.