The British Red Cross do a hell of a lot of work in the UK. It was time to tell the world all about it.
Working with Creature’s strategy team, we came up with a new positioning that revealed the BRC’s work came down to one thing: kindness.
A new endline brought it to life. A line that guides - and appears on - everything they’ll be doing for the foreseeable.
Loads of other Red Cross societies around the world have also been using it, too. Which is nice.
Behind the scenes, we wrote brand guidelines and oversaw a team of copywriters that kept all the kindness on track, visually and tonally.
And while a lot of things happened in 2020, seeing our work on a coin celebrating 150 years of the Red Cross was a highlight we hadn’t been expecting.
