It has appointed Corporate Edge to help define its positioning. Initially, the project will involve examining the pros and cons of various strategic options under consideration. These range from enhancing the charity's existing operation, to positioning itself as a much broader organisation.
The brand evaluation exercise will be used to craft the organisation's vision and values, and the conclusions will form the brief for the second phase of the project - more specific branding and identity work, also to be handled by Corporate Edge.
Centrepoint works to improve the lives of young homeless people and aims to ensure that no young person is at risk because they do not have a safe place to stay. It provides accommodation for more than 600 young people each night.
But the nature of this work has also meant that the charity's role has overlapped into other issues of social exclusion suffered by many of its clients, such as low qualifications, mental health or drug and alcohol misuse problems, crime and teenage pregnancy.
Centrepoint spokeswoman Nancy Lynn said: "The focus has always been about more than just putting a roof over young people's heads, and we felt it was time to acknowledge that in our brand identity."
The last brand overhaul was in 1994, its 25th anniversary year, when the word 'Soho' was dropped from the name and the strapline 'Housing young people at risk', was added.
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