Excellent, a small charity supporting rural African communities, needed to make fundamental changes to its branding. In order to extend its reach and deliver long-term growth, the charity had to adapt its communications to capitalise on its unique offering. The rebrand by WPA Pinfold positioned Excellent as a world-class charity, with a great and relevant story to tell. The brand is now easier to identify in countries where English is not the first language. A new, friendly logo font sits alongside an icon that represents harmony – retaining the charity’s elemental roots with a clear emphasis on knowledge and professionalism. General public donations have increased by 38% year-on-year, and Excellent acquired over £50,000 of donations as a direct and instant result of the identity launch. Under the new branding, the charity has attended the World Water Forum 6 in Marseille to promote their pioneering sand dam technology as a world authority.