A children’s bereavement charity has rebranded in a bid to ensure its service users can easily access the information and support they need.

Once Upon a Smile, based in Trafford, Greater Manchester, has unveiled a new website and logo.

The charity, which provides practical and emotional support to bereaved families, also updated branding for its annual grand ball, including promotional materials and bespoke design assets.

The charity’s new logo introduced a more expansive colour palette and removed the “We’re here for you” strapline.

Once Upon A Smile worked with the local design agency Think to create a site that is not only visually engaging but user-friendly, the charity said.

The design agency said Once Upon a Smile’s previous logo and brand identity did not reflect its purpose or people it supports.

“The visual identity needed to reflect the outcome of the support, the sessions and the rooms they have, much better,” the agency said.

“The rebrand process also introduced friendlier typefaces to the brand style and logo.”

Once Upon a Smile’s updated website is a key milestone in its wider rebrand, ensuring everything from its visual identity to its communication with service users reflects warmth, creativity and care, the charity said.

Dan Jillings, co-founder and chief executive of Once Upon a Smile, said: “This platform will make a real difference in how families access support.

“It truly reflects the heart of our charity, and we can’t wait for everyone to explore it.”

The charity did not answer questions about the cost of the rebrand.