Formerly known as the Family Holiday Association, Family Holiday Charity has unveiled a new name and visual identity in a bid to cement the organisation’s brand message and values.
The organisation said the name change reflects the need to both represent the communities it works with and engage with the wider public.
The charity supports families facing tough times by offering them holidays and short breaks in the UK.
Families are referred by education, charity or health and social welfare partners, and criteria for being offered a break includes those with a low income, impacted by long-term ill health, disability or domestic abuse, or who work in caring roles.
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Formerly known as the Family Holiday Association, Family Holiday Charity has unveiled a new name and visual identity in a bid to cement the organisation’s brand message and values.
The organisation said the name change reflects the need to both represent the communities it works with and engage with the wider public.
The charity supports families facing tough times by offering them holidays and short breaks in the UK.
Families are referred by education, charity or health and social welfare partners, and criteria for being offered a break includes those with a low income, impacted by long-term ill health, disability or domestic abuse, or who work in caring roles.
Kat Lee, chief executive of Family Holiday Charity, told TTG the brand’s former name was "confusing", as being known as an association "implied something different than who we are".
"Fundamentally, we are a small charity that needs broad funding and engagement to support our mission," she added.
"The shift makes this abundantly clear and is relatable to everyone. It’s a small change but one that will make a big difference to us – making it clear who we are, but also keeping us firmly rooted in the values that are still so important to us."
The charity is set to reopen to applications from its referral partners this week after it closed its previous season in November.
"We are ready to go," Lee continued. "We’re just finalising the details with our suppliers but we are really excited about this year and we’ve got a lot of opportunities available for families.
"We’ve been really working hard to develop some supplier relationships, which means we are a lot more flexible and we’re going to be focusing on making sure that we are reaching the families who need us the most."
Lee said part of the reason why Family Holiday Charity changed its branding was to make it clear "that we need public support for what we do".
"We really need to reach more people so we can support more families," she continued. "We have got loads of opportunities to do that.
"It’s been such a difficult time for the travel industry, so whatever anybody can do to support us, whether it’s introduce us to somebody, do a bake sale, run the marathon or talk to someone about us, we would be so grateful.
"All of that really helps us to raise more money and reach more families to make a bigger difference, which is what it’s all about."
The charity has a range of fundraising events planned for 2022, including the Ultra Challenge Series Thames Path 100km challenge in September, where Lee will attempt to trek the distance in one go.
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