Disability Huntingdonshire

Disability Huntingdonshire or DISH as it’s lovingly known is a small but vital disability charitable service. Providing information, advice and support for people with disabilities and older people. Whilst they have been around a long time they haven’t had the opportunity to modernise their brand. New CEO, Tracy Hyland, approached Are & Be to provide strategic support and an entire new rebrand to help them grow and be able to get the funding they need to help more local people.


Brand strategy consulting, Branding and identity design, Digital design, Social media templates, Brand guidelines


Tracy Hyland, CEO



black man wearing white t-shirt with logo on

Starting with understanding their objectives we provided a complimentary brand strategy workshop and exercise to allow them to distil down their purpose, vision and mission to make sure we’re aligned on the direction of the organisation and its ambitions. We supported Tracy, directly with guidance on considering their brand from a user-perspective.

We then helped them consider their brand voice, attributes and personality to enable us to express their new brand identity with the right balance of sensitivity and boldness. Starting with the premise that they wanted to use their nickname ‘DISH’ primarily over their formal name – this gave us a smart jumping-off point and visual analogy.

Their team were keen to actually incorporate a dish into the branding (we were a little apprehensive about it) and whilst this was a personal ask, we were very mindful not to be distracted by internal preferences too much and make sure our clients will be able to connect with the brand. However, we did explore the concept of the dish but thought about it more laterally.

What does it mean? Is it to serve? We took this route alongside the sense of real human support and created an exciting, uplifting and warm brand identity. We created a bespoke logo mark and symbol alongside commissioned illustrations. We remained mindful of their minimal internal marketing resources and made sure they were able to execute the brand going forward.

Early concepts
dish logos
moodboard of various designed assets
employee lanyard with logo and tote back with logo
grid of coloured rectangles and copy
three document with different dish-related designs
seventeen grey illustrated plates
mood-board of people with disability photography
website mockup of disability charity

What Tracy said…

I have just worked with Rajen on the rebrand of my charity. As this is totally new to me, I was so grateful for Rajen’s professionalism. He took the time to listen to my ‘vision’ for the charity and the design process was so easy for me to understand. The branding process was out of my comfort zone, however, Rajen worked with me closely and made me look at things from a different perspective. What I was really impressed with was the fact that Rajen took the time to understand the charity and our aims. I trusted him to create something wonderful and he has! I can’t wait to share it with everyone. I can’t recommend him highly enough.

Benefits you

This new brand is a lifeline for Disability Huntingdonshire. It’s given their staff and supporters the impetus and drive to go further and achieve more. It’s early days but it’s a significant step forward in continuing to build their brand and to be able to serve their clients.

blue mug with colourful logo of people on the side

See how we've taken another client from are to be