As lead designer on this project, I had to work with the strategist and Creative Director to help guide the creative team to develop a new brand and visual representation of the chosen creative strategy. This came in the form of a refreshed identity, press advertising and ‘mood video’.
It was decided early on not to experiment with the font of the logo, due to it’s 98% brand recognition, it was therefore key to get the font for the line ‘protecting childhood’ to do all of the work.
We arched the strapline in to a simple and playful smile to help bring positivity to the messaging. We followed the curvature of the smile around the edge of the copy, to continue the theme throughout; We wanted to promote the positive results from NSPCC's important work by focusing on the simple premise that their mission is to protect that which is so precious and fundamental to everybody; childhood.
The font and smile, coupled with the strong and playful imagery, bringing across the unique imagination of children, really helped strengthen the message of protecting the freedom and fun that childhood brings. Something that every child deserves.
This was a job that we were all very proud of, and thoroughly enjoyed working on. Part of the project was to create a mood video to help demonstrate the message and approach we recommended.
