Free the fundraisers
Bowel Cancer UK
Verbal and visual identity
Helping Bowel Cancer UK put the ‘fun’ in fundraising. (Sorry.)
What we did
Tone of voice
Naming
Design
Illustration
Templates
Visual identity
Brand guidelines
Brand guidelines: one document to rule them all. Right? Well… mostly. There needs to be some flex, depending on what you’re talking about, where, and who to. In the charity world, it’s the fundraising team who often have the most freedom to push their brand to the max. But how do you do it?
This was our brief from Bowel Cancer UK.
Create a verbal and visual extension specifically for the fundraising team, that’s more playful, engaging and exciting. This was the time to be bold, following the legacy of the incredible Dame Deborah James.
“Working with Lark was an absolute dream – the team took the time to understand us, our branding and our briefs, and we were absolutely blown away by the end products that were delivered.
“Lark helped us to stay true to our identity, and developed the look and sound of our work in ways that meant – at the end of every catch-up meeting – there were smiles across the board from all of my colleagues.”
Becca Roe, creative and content manager
Over on the visual side, we needed to create an event ‘family’; four different strands that each felt distinct, but related. We started with three concepts, each pushing the ‘energy’ a little further, to help the charity find the sweet spot that felt just right for them.
With the chosen route, we created logos, backgrounds, icons, editable templates, and a new event name. Everything summarised and explained in a neat brand guidelines document.
The new brand identity is bright, bold and bouncing with energy, giving the fundraising team everything they need to dial up the inspiration – while still staying on-brand and on-message.
We weren’t reinventing the wheel. We already had the charity’s values and core visual identity to keep as our base.
For the verbal guidelines, we focused on the fundraising USP being ‘energy’. So we used a scale – Muted, Neutral and Amplified – with example copy to show when to dial it down and when to go wild. And to finish? Eight golden writing rules to give any content creator a confidence boost.
