Together with the new logo, a series of ‘INSPire’ slogans have been introduced, including ‘INSPirational people’ – referring to the homeless street paper vendors; and ‘INSPiring journalism’ for the network’s independent news service.
INSP Executive Director Lisa Maclean said of the rebrand: “We have been working hard alongside award-winning design and communications agency 999 to create this new look for our charity. 999 have generously offered this work free of charge, following their popular design of our annual campaign, which was published by more than 70 street papers last year.”
“While the core vision and mission of INSP remains the same, we believe that this new look will help us present a forward-looking and dynamic image to supporters, partners and the media. In turn, it will help us ensure that the worldwide street paper movement is best supported to assist homeless people everywhere.”
Richard Bissland, Director of Glasgow-based communications agency 999, who oversaw the rebrand pro bono, said: “999 became enthused by what INSP stood for and its ambitions for people worldwide when we were researching for their global campaign last year. INSP’s energy and real commitment to giving less fortunate people the opportunity to regain their dignity through street papers was, in our eyes, remarkable. Every day the organisation and its people offer others some hope. We thought, ‘this is terrific… how can we help?”
“INSP asked us to refresh their identity. The rebranding of INSP in itself isn’t overly elaborate, it is intended to give the brand a visually strong platform on which to build all their other INSPiring communications and stories and be more visible to their stakeholders and supporters in print, online, or any other environment.”
The new, modern branding compliments INSP’s latest innovative project – the digital street paper. In order to retain audiences and engage new readers in the future, street papers, like other print media, need to continue producing quality journalism as well as adapt to technology changes. A digital version of the print product will be piloted by INSP later this year and sold by street vendors via QR code cards. If successful, the digital model could support many street papers around the world. With a global street paper readership already in excess of six million, the concept has scope to become one of the world’s largest paid digital media platforms.
