Naming and identity for Family Action’s Christmas fundraising campaign
The problem
Family Action is a national charity committed to building stronger families and brighter lives. They asked Creative Switch to develop a sub-brand strategy and identity for their Christmas campaign that would appeal to service users and increase donations.
The solution
We came up with the campaign name ‘Make Theirs Magic’ which invited people to imagine the impact their gift could have on a struggling family’s Christmas. By selling the warm and fuzzy feelings that such a gift would evoke, while employing a modern look, festive graphics and impactful imagery, Creative Switch delivered a sub-brand that united all of Family Action’s Christmas activity under one cohesive and recognisable identity including their Toy Appeal. What’s more, Make Theirs Magic became the charity’s most successful individual giving appeal ever, in its first year raising almost £80,000 and their Toy Appeal raised more than £62,000 compared to almost £7,000 the previous year.
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• Identity strategy
• Guidelines
• Logo
• Naming
• Brand system
• Copy deck
• Launch and marketing materials
• Animation
• Templates
“Kath is inspiring, creative, strategic, and extremely talented – working with Kath I’m always confident that she’ll understand the brief and deliver creative solutions the surpass our expectations. She is an absolute joy to work with!
I worked with Kath on our annual Make Theirs Magic Christmas campaign, which plays a key role in helping to raise Family Action’s profile and increase engagement and relevance with our target audiences. Kath developed Make Theirs Magic using elements of our core brand and it works as an overarching campaign identity for all our Christmas activities. The proposition cleverly flexes for both fundraising supporters as well as our other audiences. Now in its third year, we are seeing great results in terms of fundraising and engagement with key audiences. Kath has continued to develop Make Theirs Magic each year and has created new sub-brand guidelines, an illustration style, and editable assets for 2022.”
– Vivienne Dunton, Brand and Campaigns Manager at Family Action”
