We’ve sorely missed being able to get out and host all of our usual events and activities, and have found it incredibly hard not to be able to provide our services for young people, but the past few months have still kept us very busy! Along with a new organisational strategy and vision for the future, we’ve been putting the final details in place (yep, through Zoom, of course) ready to reveal Go Beyond to you, our brilliant supporters.
“Framed in the context of the Covid-19 pandemic, our immediate concern in 2020 was survival. As UK society began to adapt to the new normal, we considered how we would leverage the distinctive strengths of CHICKS to emerge stronger after the lock-down, as the newly invigorated Go Beyond.” – Victoria Aspinall, CEO.
You might be surprised to hear that it was way back in 2018 that we set about becoming Go Beyond. A process that has involved working with our staff, referral agents and volunteers, collecting ideas, speaking to the young people, and gradually whittling down our ideas.
2018
In 2018 we asked the young people on our breaks to tell us what words they associated with being on our breaks, words like ‘fun, happy, playful, awesome and amazing’ were their favourites! Then we asked representatives from all across the charity to complete a similar task. From this, the beginnings of a new language were formed. That language went on to become a strategy, and the strategy, eventually, became a name, Go Beyond.
A new look
The next key part of our process was the presentation and circulation of a series of initial design concepts from designers, Popp Studio. The feedback from internal and external stakeholders was used to determine which design route we developed.
In January, one of the overriding pieces of feedback that we received was that our supporters wanted the charity to feel ‘important, dynamic and inspiring.’ We took this feedback on board, and in February, our second design development route was tested with supporters and children on CHICKS’ breaks. After some further tweaks, our final artwork concept was unanimously signed off this March. Digital design company Eyes Down Digital then agreed to help us build a new website part pro bono as part of their Charity of the Year programme. We are truly humbled by the number of people who have bought into this project and helped us to realise our dreams of becoming Go Beyond.
Thanks to you
For 28 years now, you have helped us to make extraordinary experiences and memories for vulnerable children and young people. While 2020 has been anything but easy, your help and generosity has allowed us to survive this turbulent period. We will step into the future with renewed motivation, a clear focus and be in the strongest position to meet any further challenges that we may face.
We believe that the name Go Beyond represents our mission, our vision and our values, while capturing the inspirational sentiment that we stand for. We can’t wait to witness this bold redirection of charity, it only adds to our excitement for the future. Thank you for joining us on this journey.
Contributed by Josephine Walbank
