A tender story of hearts and hands
How do you refresh a brand for a charity that tackles the root causes of domestic abuse and sexual violence — and speaks to children as well as policymakers? You start by listening. Then you build a story and identity that feel like Tender — kind, creative and clear — brought to life with colour, illustration and a logo that speaks of connection.
The team: Frog Morris, web development; Chloë Roach, strategy direction; Oscar Park, design direction.
Impact over eight months
4x
Site visits have more than quadrupled
59%
increase in Instagram followers
51%
increase in LinkedIn followers
Where we started
How we got there
We started with research — running focus groups, market analysis and workshops with the Tender team to understand what wasn’t working and why. Their old brand felt disjointed and the logo serious, shaped by the weight of the issues they address. But through our work together, it became clear that their strength lies in kindness, creativity and connection — and the brand needed to reflect that. We clarified their messaging, shifted the tone, and built a more accessible, confident foundation for how they communicate with the many different audiences they serve.
Colour palette
Tender’s colour palette needed to work in a wide range of settings. We introduced a dynamic set of colours, using bright, lively tones that feel natural in schools and with younger audiences. For policy documents and materials covering more serious topics, we pulled back the palette — using quieter combinations that still had warmth, but felt more measured. The system gives Tender the freedom to shift tone without ever losing its identity.
Making the most of the assets
Illustrator Ellie Ross-Wilkinson had already been working with Tender, creating warm and approachable characters for their primary school materials. We saw the potential to take that style further — refining the illustrations so they could flex across Tender’s audiences. We worked closely with Ellie to adjust the tone for different contexts and create a consistent library of assets.
The logo
“We’re so thankful to Osch for their dynamic, inspiring work and couldn’t be happier with the results.”
Susie McDonald – CEO, Tender
Bringing it all online
We worked closely with the team to restructure the website around the needs of real users — from teachers looking for workshops to professionals seeking training or resources. Through four collaborative workshops, we refined the site map and wireframes to make sure everything was clear, intuitive and easy to manage. We built in advanced accessibility features, achieving a 98% accessibility score, and made sure the site could flex to meet a wide range of user needs. Features like conditional forms, filterable resources, case studies and Mailchimp integration make the site practical for both everyday use and future growth.
