Corporate branding: Comic Relief

Capturing public imagination in a national cause

The brief

Comic Relief was launched from a refugee camp in the Sudan in 1985 and today is one the UK's largest charities seriously committed to helping end poverty in the world. Comic Relief turned 'giving' on its head becoming very successful, very quickly. However Comic Relief was often confused with Red Nose Day, its UK national fundraising event.

We were tasked with sorting out the brand strategy and identity to stop the confusion, and allow new campaign ideas to be easily developed.

The solution

It was clear that part of the problem was the sheer volume and power of the ideas that Comic Relief generated. We needed a brand framework that would allow campaigns to flourish without eroding the mother brand. We created a brand architecture, and defined the common elements of the identity, the brand signature and explained this in guidelines.

A branding partner since 1998 we continue to contribute ideas to Comic Relief projects. The brand now achieves 98% public recognition and 90% of people recognised an improvement. Red Nose Day 2005 has raised a £37m so far and Sport Relief raised £16m in 2004.

"We are fortunate to work with some great creative people who want to help us achieve our big ideas."
Kevin Cahill, Chief Executive, Comic Relief

"These guidelines are the dog's bollocks."
Bill Gosbee, Communications Manager, Comic Relief

New York Festivals Awards 2001