IN DEPTH – GOING BEYOND THE SMILE AS CLAPA MODERNIZES ITS IDENTITY

Summary from the TLDR Design newsletter

The UK cleft charity CLAPA rebranded to move beyond its child-focused, nostalgic identity and better represent people with cleft conditions across their entire lives, after feedback that its old image alienated adults. Working with The Team, the update replaced the “smiley face” with a more inclusive visual system, shifted its name from “Association” to “Action” to emphasize advocacy, and introduced a modern, experience-driven design aimed at increasing credibility, engagement, and long-term impact.