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Keeping The Beat

Children’s Heart Surgery Fund
January 2016

Keeping The Beat is an appeal supported by Children’s Heart Surgery Fund to raise £500,000 towards a revolutionary children’s heart theatre, based at the Leeds Congenital Heart Unit, LGI. Thankfully, this target has now been reached!

The children’s heart theatre is one of its kind, bespoke to the LGI and will be used for treating babies and children with congenital heart disease. It’s currently being constructed and will open in February 2019.

In collaboration with Definitive Creative (FDP Group), it was my task to brand the appeal to accompany the existing branding created by Definitive for CHSF. The identity would stretch across collateral including leaflets, brochures and promotional material as well as throughout digital platforms such as the website and social media.

The typographic logotype represents the rhythmic pattern of a cardiogram, with soft rounded letterforms to mimic the movement of ribbon – which also has charitable connotations. The continuous line allows for flexibility within the design.

To relate the campaign back to CHSF, the logo’s used area single  solid colour, to ensure that the campaign is not diluted by the CHSF branding.