KerryAnn Bartle

THE OPPORTUNITY
Benefolk, formerly The Xfactor Collective, sought to redefine its brand identity to better align with its mission of supporting changemakers in the social sector. The goal was to create a brand that was trustworthy, experienced, kind, and talented, fostering engagement among clients, network members, and partners. The rebrand aimed to position Benefolk as a leader in the social sector, offering both paid and free services, while emphasising a focus on wellbeing and collaboration.

THE SOLUTION
The rebranding process culminated in the creation of Benefolk, a name that embodies the organisation’s commitment to the social sector. The new brand identity emphasises a warm, friendly, innovative, and collaborative tone while remaining sophisticated yet approachable. Benefolk’s visual identity reflects the organisation’s values of strength in diversity and togetherness.

Benefolk focuses on the concept of “The Impact Well," representing a place of support and replenishment for changemakers. The name itself combines "bene” (meaning good) and "folk," symbolising the people who make up the social sector. The visual identity incorporates a water ‘well’ inspired icon, reflecting the idea of a reliable and ample supply of support. The overall tone is warm, friendly, innovative, and collaborative. The brand’s visual elements, including the logo and colour palette, are designed to be distinctive and memorable while also conveying a sense of sophistication and reliability.

IMPACT
The rebranding of The Xfactor Collective to Benefolk has significantly impacted the organisation’s identity and perception. The new brand has helped to position Benefolk as a trusted and respected partner in the social sector, attracting new clients, network members, and referral partners. Additionally, the rebranding has strengthened the organisation’s internal culture and sense of purpose, inspiring employees and volunteers to work towards a common goal. By effectively communicating its mission and values, Benefolk has positioned itself as a leader in the field of changemaker support, poised to make a lasting impact on the social sector.

The rebrand has also helped Benefolk to attract new clients, network members, and partners, expanding its reach and impact. Ultimately, the rebranding has strengthened Benefolk’s ability to achieve its mission of eradicating changemaker burnout and supporting the social sector.