Penny Appeal
A charity taking small change and making a BIG difference with it.
Year:
2012 - 2024
Timeframe:
2 months
Tools:
Adobe CC, Figma, llustration
Category:
Charity
A charity taking small change and making a BIG difference with it.
As Penny Appeal grew from a small start-up charity into a global organisation, the challenge was to build a strong brand that unified its diverse appeals while giving each one a distinct voice.
Problem
Starting out as a new charity, Penny Appeal needed to establish trust and recognition quickly. Each appeal had to be impactful and independent, but also align with a consistent brand that strengthened the organisation overall.
Solution
We created a cohesive brand identity centred on vibrant orange — anchored by the tagline ‘Small Change, Big Difference’ and the rallying cry ‘Team Orange’. Alongside this, we designed sub-brands that could live independently or connect back seamlessly to the main identity. This brand system helped fuel Penny Appeal’s growth from £392k in 2013 to £33m in 2019 — an increase of over 8,300% in just six years.
