Help for Kids
Visual Identity Rebrand
While at DC Thomson, I worked on the rebrand for Help for Kids, a children's charity facilitated through a partnership with the Evening Telegraph. Every year, Help for Kids provides support to over 2,000 disadvantaged children living in the Dundee and Perth area.
The previous identity was cluttered and dated — there needed to be refinement across the elements included, colours and scale.
The previous identity was cluttered and dated — there needed to be refinement across the elements included, colours and scale.
The new flexible wordmark uses a friendly and expressive typeface and features a custom smile icon in the centre with the rounded, uneven shapes used throughout the graphic assets.
The primary colour palette is borrowed from the Tele's recognisable logo and masthead, with the vibrant red used prominently throughout the identity. The new brand retains elements of the rainbow in the secondary colour palette and supporting imagery.
The primary colour palette is borrowed from the Tele's recognisable logo and masthead, with the vibrant red used prominently throughout the identity. The new brand retains elements of the rainbow in the secondary colour palette and supporting imagery.
Brand Guidelines
Designed at DC Thomson Brand Studio, 2022
Role – Visual Identity & Design
Role – Visual Identity & Design
