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Society Rebrand

Re-branding of the South East Russian Language Society Friendship

SERLS Friendship

SERLS Friendship was originally an initiative of a group of parents, becoming registered as a charity in 2003 and over recent years grew to operate branches thoughout London in Bexley/Erith, Kingston, Newham and Greenwich.  

The Society believes that all children and young people should have the support and opportunity they need to fulfil their true potential and offers inspiring courses from 3 to 19 year olds aimed at developing interest in learning, acquiring new skills and building confidence to support them throughout their life.

Despite the Society being locally and nationally recognised as a model of good practice in the field of study support and for out-of-school learning it was struggling to retain its high quality teachers who worked on an infrequent basis. The challenge was in order to maintain its reputation it was essential to retain the high quality teaching staff and this would only be achieved if the society could improve it's revenue opportunities. 

Traditionally the Society provided low-cost classes in russian culture but over recent years it had diversified into many areas including: music (pop group, guitar, piano, singing), sports (gymnastics, boxing), Russian language, mathematics, dance (Russian ballet and street dance) and art.

Through a short programme of one-to-one consultancy sessions, the Society came to recognise the value it could offer to a wide range of families and carers aswell as to the students.  The key to unlocking these opportunities was in the re-branding of the organisation to attract a wider audience who would be keen to engage in the wider array of courses on offer.

Following on from the consultancy provided to The Society, it pushed ahead with changing it's name from the South-East Russian Language Society Friendship to The Friendship Society.  The re-branding was a natural consequences of the expanding nature of the work that the Friendship Society has been carrying out with children and young people, fulfilling the ambition of offering out of school courses and activities to all young people across London.  Russian culture courses are still a strong theme within the curriculum but do not overshadow other classes.


"Our charity was at a crossing point of where to go next.  A few marketing consultancy sessions with Lorraine gave us a clear outlook of our future depending on which road we chose to take. The advice was both timely and beneficial. Since our programme of consultancy sessions, we've re-branded our charity as 'The Friendship Society' and have shifted our service offer to better meet the needs of a wider client group".

Galina Clark, Director, Friendship Society

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