Leeds Children’s Charity has officially launched its new brand identity, marking an important step forward in how we share our work supporting children facing poverty, hardship, and disadvantage across Leeds.

The refreshed brand brings a clearer, more unified voice to our mission and reflects our long-standing commitment to helping children experience childhood as it should be — full of safety, joy, learning, and opportunity.

At the heart of our work is our home at Lineham Farm, where children come for residential stays and outdoor learning experiences designed to build confidence, resilience, and positive memories that last long after they leave.

Watch our new short film

This video shares powerful, real-life stories from adults who once visited Leeds Children’s Charity at Lineham Farm as children, alongside reflections from teachers, parents, and our dedicated team.

A clearer voice for a growing need

The rebrand comes at a time when the need for our work remains significant. In Leeds, 1 in 4 children is growing up in poverty.

Leeds Children’s Charity exists to help change that — offering residential breaks, outdoor learning, and trusted support for children who may otherwise miss out on enriching experiences.

Each year, we support over 3,000 children across the city, working closely with schools and social services.

Through our programmes, children are given the chance to:

• Spend time away from challenging home environments
• Explore the outdoors beyond the classroom
• Build confidence through new experiences such as climbing, biking, and bushcraft
• Simply enjoy being children in a safe, supportive environment

These experiences are not just a break from routine. They help children build confidence, resilience, and a more positive outlook for the future.

Speaking with clarity and purpose

Speaking at the launch event, Chief Executive Sharon reflected on what the rebrand means for the charity’s future.

She said:

“This is such an important moment for Leeds Children’s Charity. A strong brand helps people understand who we are, what we stand for, and why our work matters. It gives us a clearer voice and helps us tell our story with more confidence.”

She added:

“We exist to help children in Leeds experience childhood as it should be. That mission has not changed. What this new brand does is help us express it more clearly.”

She also highlighted that the new identity has been shaped collaboratively across the organisation — reflecting the voices of staff, trustees, and partners.

Built on values, driven by impact

The refreshed identity is grounded in our core values, which guide how we work every day:

• Passionate – we care deeply and speak with warmth and conviction
• Purposeful – we are focused, clear, and action-driven
• Transparent – we are open about need, impact, and funding
• Connected – we work in partnership with schools, families, and supporters
• Engaged – we are active and hands-on in delivery
• Compassionate – we always protect children’s dignity

These values shape every visit to Lineham Farm, ensuring children feel safe, supported, and able to fully be themselves.

Why it matters

Without the right support, the effects of poverty and trauma can last a lifetime. Too many children across Leeds still do not have access to safe outdoor spaces or enriching experiences that support their wellbeing and development.

By providing time away from difficult circumstances and opportunities to learn through adventure, we help children feel a sense of belonging, possibility, and hope for the future.

As Sharon said:

“This is about saying: this is who we are, this is what we do, and this is why it matters. And this is the future we are building for children in Leeds.”

Looking ahead

The new brand gives Leeds Children’s Charity a stronger platform to grow awareness, deepen partnerships, and reach more children across the city.

With continued support from schools, funders, volunteers, and corporate and community partners, we aim to expand our impact and ensure more children can access safe, joyful, confidence-building experiences.

Our guiding message remains the same:

We create safe, joyful experiences that help children in Leeds build confidence, feel they belong, and see a brighter future.

Brightening children’s lives.