• 423-year-old charity to transform brand to better engage Croydon communities
  • Charity to use full name of founder for first time and will be known as John Whitgift Foundation

Whitgift Centre, Whitgift School, Whitgift Street; the name ‘Whitgift’ has become synonymous with Croydon and now an education and care charity is bringing the man behind the name to life in a major brand refresh.

In recognition of the legacy that the charity’s Founder, Archbishop John Whitgift, left to the town more than four centuries ago, The Whitgift Foundation will now be known as John Whitgift Foundation.

This legacy is thanks to the land and assets John Whitgift set aside under Queen Elizabeth I’s reign which is now used to generate income that the charity puts back into its education and care services.

The renaming coincides with the launch of a distinctive and bold new brand and website www.johnwhitgiftfoundation.org that will enable the charity to better engage with the Croydon community.

Since John Whitgift built the Almshouses on North End and opened a school house just yards down the road in the late 16th century, the charity continues to support thousands of people of all ages and backgrounds across Croydon with a new vision to inspire a sense of community.

The charity grants one of the largest bursary support schemes in the country with 48% of its 3,000 students receiving support with fees. The charity also runs a range of care services from full nursing end of life care for older people to supporting thousands of unpaid carers in the community.

John Whitgift Foundation appointed design consultancy, tothepoint, to carry out the rebrand with its managing director, Simon Hutton, and creative copywriter, Rupert Bradshaw, both being John Whitgift Foundation school alumni. You can read more about the rebranding and tothepoint’s work for us here.

Martin Corney, Chief Executive, John Whitgift Foundation, said: “The rebrand is important work to ensure we stay relevant and valued by the community we serve. Like all charities we need to refine how we communicate and improve understanding of our work.  The rebrand will reflect our heritage while using fresh, contemporary, images and language that better engage today’s audiences.”

“This will help our staff and the local community fully understand and appreciate our wider work and activities. Outside the charity our audiences range from national Government to local Croydon children. The rebrand will help us engage them in a more purposeful manner and ultimately help how we continue to serve Croydon and its people.”

Catherine Shirley, Head of Marketing and Communications, John Whitgift Foundation, said:This year, we’ve put a great deal of thought into those details as we set out to evolve our brand into something fresh and modern, yet still true to the rich heritage and history it was built upon. It’s been a long journey, which has seen us ask ourselves some searching and challenging questions about our purpose, values, and the relevance they hold today. But once the dust had settled, we landed on something familiar, comforting, and enduring – community. Because whatever else may shift and change through time, community will always be at the heart of what we do.”