Children's Leukaemia Society
2021
Creating a compassionate brand identity that strengthened recognition, trust and communication for a children's charity.
Client / Children's Leukaemia Society
Role / Brand Designer
brand identity / wix website / fundraising materials / brand rollout
01/
challenge
Creating trust during difficult moments.
The Children's Leukaemia Society needed a consistent identity and digital presence that felt supportive, approachable and credible for families navigating childhood cancer.
02/
research
Understanding the needs of families and supporters.
I explored the charity's existing communications, audience expectations and fundraising touchpoints to identify where clarity, accessibility and emotional reassurance could be strengthened across the brand.
03/
brand identity
Building a compassionate visual system.
The identity was designed around a simple, flexible visual language that balanced warmth with professionalism, creating consistency across printed materials, fundraising assets and digital communications.
04/
development
Applying the brand across every interaction.
The identity was rolled out through a new website alongside marketing materials including brochures, donation boxes, business stationery and staff resources, ensuring every touchpoint reflected the same experience.
05/
outcome
A stronger foundation for the charity's communications.
The final identity provided the Children's Leukaemia Society with a cohesive brand system that improved consistency across physical and digital channels while creating a more approachable experience for families, supporters and partners.
