
Brand development and campaign
The Citadel is one of Leith’s most important and most loved institutions. Since 1980 they’ve been here for the young people in our community, helping them through difficulties and disadvantages, and providing a safe space, and opportunities to grow.
But a lot has changed in those years, and while the Citadel are still here for Leith’s young people, they’ve grown to be much more than a youth centre. Their work is in schools, in employability, in helping new parents, and in helping a wide range of adults in the community too. In a time of squeezed public finances, it’s become increasingly important that people understand what the Citadel is, what it does, and why.


Listening to the community
Over 80 people took part in our workshops – including many young people, Citadel users past and present, staff, volunteers, the board, donors, funders and partners. We heard about the ‘messy, meaningful progress’ that happens at the Citadel. The flexibility, the creativity, the freedom and the guidance on the journey. The ‘good trouble’ as one funder called it.
We heard about the energy, love and humour that flows through the place. And the fact that it’s a completely non-judgemental safe space, providing well-needed structure and support.
Life is rarely as simple as going from A to B
The Citadel helps people to keep going – even when the route isn’t clear. From here we developed the core brand idea, ‘Nothing grows in a straight line’, and a full visual and verbal identity.
The identity is built on their unique, flexible way of working, and nods to the building’s heritage as an old railway station – with overlapping paths and routes, bright colours, and playful signs to lead the way. It was designed to be flexible and easy to use, just like the Citadel.
We created brand guidelines, a suite of templates and assets, and a bank of new photography to give the Citadel authentic, ready-to-use content. We also took care of the creative direction and all copywriting for the new website created by our brilliant partners Brunborg & Brunborg.

Get in touch if you’ve got a similar challenge – or even if you just want to be nosey.
