Mahboobeh, one of the refugees who have been instrumental behind the Refugee Council’s new brand, shares her reflections on the brand development journey.

She is an artist, a creative producer and refugee entrepreneur. She founded DIPACT CIC, run as cafe clusters led by refugee artists.

The Refugee Council’s new brand is more than just a new logo or website; it’s a commitment to genuine inclusion and representation.

Being part of the core project team for the Refugee Council’s brand transition was an incredible experience. In January 2024, I joined a core group of refugees who acted as decision makers alongside other staff and experts at the Refugee Council and its partners.

The Refugee Council’s new brand is more than just a new logo or website; it’s a commitment to genuine inclusion and representation.

The purpose of the core refugee team was to influence key decisions in  the brand development process, for example selecting audiences, finalising the strapline,  and deciding which elements to include in our key messages.

We were a small group of four refugees in the core team, but  we also worked with a wider group  in the refugee community who provided their diverse perspectives in focus groups, testing the messages we helped the brand team to develop.

What struck me most was the organisation’s deep commitment to truly listening

What struck me most was the organisation’s deep commitment to truly listening, and shaping the project based on what was heard. It wasn’t just about gathering input; it was about recognising key insights, valuing our lived experience, and creating real change.

The project wasn’t rushed for the sake of efficiency; instead, time was taken to reflect, adapt, and make space for meaningful contributions.

This approach ensured that every voice mattered—including not just those within the organisation, but also those with direct experience of forced migration. The project wasn’t rushed for the sake of efficiency; instead, time was taken to reflect, adapt, and make space for meaningful contributions.

One of the ways I felt I made an impact to the brand development process was highlighting the services the Refugee Council provides to refugees and people seeking asylum in the brand.

With so much focus on delivering good services to refugees, we always forget how important one-to-one support and individual care is within these services. I have been in the asylum system for nearly six years, I know it is exhausting and difficult, so I know how important these services are.

When I suggested that we must talk about the Refugee Council services in our brand messages this was taken into consideration, and I was happy to see how some of the key messages in the brand included the difficult journey from safety to integration and from integration to contribution.

The flexibility of involvement was also great - another standout feature.

The flexibility of involvement was also great: another standout feature. Despite a busy workload and being based in Manchester, I was able to engage in ways that worked for me, whether through one-to-one meetings or team discussions.

Every suggestion I put forward was met with openness and consideration, reinforcing the sense that this was a truly collaborative effort. 

There were occasions I was not able to attend the workshop, but I was given the choice to watch the recording and share my views afterwards either in a 1:1 or via email. When I had an idea about how to improve the brand messages, everybody was like "yes, we can make the call". And as soon as possible, we've managed to have the call.

I felt really listened to and involved in the process.

Seeing the outcome and knowing how that it was shaped by the perspectives of those involved makes this work on our rebrand something to be genuinely proud of.

More than just a rebrand, this project represented a shift in how strategic decisions can be made: with co-creation at the centre, and lived experience valued alongside professional expertise. Seeing the outcome and knowing how that it was shaped by the perspectives of those involved makes this work on our rebrand something to be genuinely proud of.

Through this process, we’ve not only strengthened the Refugee Council’s identity but also built stronger relationships with the staff and refugee communities we work alongside. ◆

Read more about the Refugee Involvement Strategy and Delivery Plan: Refugee Involvement Strategy and Delivery Plan - the Refugee Council

More information about how the Refugee Council works with lived experience experts:

• Empowering Voices: Highlights from the Reclaiming Lived Experience Leadership Conference - the Refugee Council
• Purposeful involvement through pioneer projects - the Refugee Council
• Transforming Involvement: How we involve refugees in our work - the Refugee Council
• Lived Experience Leadership and Collaboration in Refugee and Migrant Charities - the Refugee Council