Rebranding a Legacy: How Murray’s Initiative Found Its Future

Christopher Graham
Founder & CEO

When an organisation with a 60-year history decides it’s time to change its name, it’s never just about design. It’s about purpose. The transition of Glasgow Council on Alcohol (GCA) to Murray’s Initiative is one of those projects that reach far beyond logos, brand tone and web design.

It was a conversation about identity, community, and the future of a charity that has been part of the fabric of Glasgow life for generations.

A foundation for the future

From the outset, the Murray’s Initiative team made it clear: this was not about changing what they do, but about communicating who they are. For decades, the organisation has provided free, confidential counselling and support services to individuals, families and communities. But as their work evolved, the old name no longer captured the breadth of their support, or the inclusivity of the mission.

The name Glasgow Council on Alcohol had served the charity well, but it created perceptions that were far too narrow. Our research evidenced what the TMD team and I suspected: that GCA was often perceived to be part of Glasgow City Council, operated exclusively in Glasgow, or they focused exclusively on people with issues concerning alcohol. In one case, we found someone who thought that the charity was, in fact, a licensing board. In actual fact, their work spans mental health, wellbeing, family support, and community resilience.

Clearly, a foundational change was needed.

The new name, Murray’s Initiative, honours the organisation’s founder, Sir Alistair Murray, while reflecting a modern, compassionate charity supporting people from all walks of life. It connects heritage with humanity - and that’s exactly what the new brand set out to achieve.

In our research into the history of the charity and Sir Alistair’s founding role in it, I’ve unexpectedly found myself a new hero. In 1963 - a full 22 years before I was born - he went on the radio and announced to his family, clients and all of society: “I am an alcoholic.” Two years later, after consulting Marty Mann in New York City, he founded what was then called the “Glasgow Council on Alcoholics”, in an office across the road from Central Station on Gordon Street. As this project has progressed, I’ve really came to admire how brave he was, how bold he was in pushing past the judgement of society and his disregard for the social norms of the time.

Sir Alistair Murray, founder of GCA

A process built on collaboration

James, Laura, Connor, Joey and I believe great brands are built with people, not for them. This rebrand was a perfect example of that philosophy.

From the beginning, we worked alongside the charity’s leadership to design a consultative process that included the whole organisation. A dedicated Rebrand Focus Group was created, bringing together counsellors, volunteers, staff, trustees and senior leadership. Their insights shaped every decision, from naming and tone of voice to visual identity and messaging.

This wasn’t a top-down exercise; it was a shared journey. The result is a brand that everyone at Murray’s Initiative can feel ownership of, and one that reflects both their roots and their renewed vision for the future.

More than a new name

Our role goes beyond design. We worked closely with the Murray’s Initiative team to ensure the rebrand could serve as a strategic platform for sustainability and growth.

For any third sector organisation, the landscape is changing. Funding pressures, competition for attention, and evolving community needs all demand agility. The new Murray’s Initiative brand system was built to meet those challenges - giving the charity a clear, confident identity that supports income diversification, partnerships, and long-term resilience in an increasingly unpredictable world.

At the same time, it was essential to reassure service users, partners and stakeholders that nothing about the charity’s delivery would change. The same trusted team continues to offer the same confidential services that thousands have relied on for decades.

A brand for the next 60 years

Projects like this remind us why we do what we do. The rebrand of Glasgow Council on Alcohol to Murray’s Initiative wasn’t about leaving something behind - it was about carrying it forward.

By honouring the organisation’s history, celebrating its people, and building a brand that looks to the future, we’ve helped create an identity that will serve it for decades to come.

We’re all very proud to have been part of that journey - and even prouder to see Murray’s Initiative stepping confidently into its next 60 years of service to the communities it supports.

The TMD team with Lesley, CEO of Murray’s Initiative