Brief

The MS Society Cake Break is an annual charity fundraising event for individual hosts to promote and run in their local area.

An overarching theme should be created to brand the event, for implementation across a wide range of printed materials. These include a Direct Mail campaign to recruit potential hosts and a follow-up information pack advising on running the event, along with supporting marketing resources.

Response

Working within the charity’s guidelines to ensure readability for the visually impaired, a graphical device was designed to be used in conjunction with the familiar MS logo and create a brand identity across the suite of information and marketing materials. The logo remained the hero while empathising with the bold, sans-serif font and contrasting palette chosen to ensure clarity, maximize recognition and characterise the event.

The new brand ID was supported by sumptuous and enticing imagery to portray the sense of fun that is essential in encouraging volunteer participation.

The initial Direct Mail recruitment campaign was designed to deliver the high-impact message and call to action necessary to maximise the client’s return on investment. Those who registered to run an event then received the Host Pack. This included a 20-page brochure with detachable promotional posters, invitations, competitions, recipe cards and self assembly donation box. Many of these resources were designed for the host to personalise for each event, while maintaining brand consistency and maximizing awareness.

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