Cruse Bereavement Care rebrands to focus on service delivery

Cruse Bereavement Care, which helps people who are dealing with grief, will now be known as Cruse Bereavement Support following a rebrand that includes a new logo, website and strategy.

The charity said that “the change of name is subtle but significant”.

“The decision was to move away from the passive world ‘care’ to the active word ‘support’, everyone can care about bereaved people, but support reflects the services delivered by the charity,” it added.

As well as a new logo the charity is focusing on a set of values around “being genuine, kind, ambitious and inclusive” and that “grief doesn’t discriminate and neither does Cruse”.
The rebrand has been in development for the last 18-months and has been supported by agency Red Stone and brand consultant Dan Dufour.

“This is an important step for Cruse,” said Cruse chief executive Steven Wibberley.

“As we emerge from the pandemic, the need for bereavement support will increase in the future. We now have a brand that everyone in Cruse can feel proud of. A brand that everyone had an opportunity to feed in to. And a brand that will leave a legacy of supporting and reaching more grieving people than ever before.”

The charity has also benefitted from almost £500,000 in funding from the National Lottery Community Fund (NLCF) to upgrade its online features. This includes a new ‘grief self-assessment tool’ to improve accessibility of support.

NLCF funding strategy director Emma Ackerman added: “It’s great to see that our funding is enabling the adoption of people-focussed and caring technology, such as the new grief self-assessment tool, as well as supporting Cruse to adapt to meet the future needs of its clients.”