Rebranding for
a New Reign
Following His Majesty King Charles III’s accession, The King’s Charitable Fund required a new identity that reflected both continuity and renewal. Formerly known as The Prince’s Charitable Fund, the organisation has long been dedicated to supporting sustainable communities and charitable initiatives across the UK and beyond. Our challenge was to rebrand the Fund in a way that honoured its legacy while ushering it into a new era under the King’s stewardship.
We developed a refreshed brand identity that positioned the Fund with a modern and dignified aesthetic, while reinforcing its royal heritage. The new branding ensured the Fund could stand confidently within The King’s wider charitable portfolio, balancing tradition with a sense of progress. Alongside the rebrand, we created a suite of marketing materials — from digital assets to print collateral — designed to communicate the charity’s vision and impact with clarity. Each piece was crafted to reflect the Fund’s renewed focus while maintaining the authority and prestige expected of a national charity under royal patronage. The result was a cohesive rebrand that provides The King’s Charitable Fund with a contemporary identity, ensuring recognition and resonance for years to come. Our work has helped establish the Fund’s place within King Charles III’s charitable legacy, supporting its mission to continue funding initiatives that make a meaningful difference to communities across the UK and globally.
