Fostering charity – UK
St Christopher’s Fellowship fostering charity in London asked Type Design to develop brand guidelines for future designers’ use. The guidelines would define and demonstrate consistent ways to use their existing logo, spot colours, stock photography and vector art.
On the back of the new guidelines, we were also asked to produce an advertising campaign for digital, print and outdoor media, including magazine display ads and bus ads, and revise some of their standard document such as application forms.
The client wanted to target young couples and single people from diverse backgrounds who were settled and affluent enough, in crowded London, to be able to accommodate at least one child in a spare bedroom. They wanted to emphasise the outcomes of fostering – making a difference to a vulnerable child – enough to motivate people to take their first steps in a process that is sometimes perceived as long and difficult.
Type Design felt coherence between brand and photography was important. Our solution was to clear-cut the people in the photographs, blending the background into a brand colour. This also brought greater focus to the connection depicted in the image, demonstrating one of St Christopher’s core messages – the lasting impact of positive relationships on a child.
We used minimal text and strongly contrasting colours to emphasise clear points of focus, such as footballs in the vector images, suggesting a straightforward, unencumbered path to making a difference.