Creating a refreshing social fundraising visual identy to increase funds raised for mental health
The Campaign Against Living Miserably (CALM), a UK-based mental health charity, supports thousands of people facing mental health challenges. They required a design for one of their new social fundraising campaigns. Having worked with them previously, I understood what had worked well for them and what hadn't. I conducted research into old Facebook groups to see what people liked or disliked about previous designs. I noticed that 'tick-off' style trackers seemed to get more traction than the classic 'write-down' trackers used in previous projects.
Bringing the challenge to a new audience by incorporating new trends
At the time of the challenge, run clubs were becoming a huge trend. Everywhere you looked, someone was either starting or joining one. I wanted to incorporate this into my concept—not only to make the fundraisers feel part of a challenge, but to make them feel part of a club. This is where the circular badge design came in, as it's very reminiscent of classic run club logos, whilst also weaving in some of CALM's own iconography. Previous challenges had used a lot of the primary CALM green; I wanted this project to look fresh, so I decided to switch this out for one of their blue colours to make it stand out from previous campaign identities. CALM were very pleased with the concept and actually reused the layout of the tracker for a future challenge.
