How do you shift the perception of Childline from a crisis-only charity to an essential resource for every child? By developing a vibrant identity rooted in resilience—moving away from 'danger' cues to become a trusted, everyday ally.
Description
Working as part of the creative team at RichardsDee, our task was to show that Childline is an always-on resource for every life challenge, shifting it away from its perception as solely a crisis charity. We developed a vibrant, supportive identity that amplifies the two "i"s in the logo to echo the brand promise: "By Your Side."
In my role as brand designer, I assisted in the concept development and created a bespoke suite of gamified "resilience icons" to represent the characteristics of resilience in a visual language familiar to young people. I was also responsible for the brand rollout, including the creation of brand and photography guidelines, social templates, posters, and magazines.
