Muscular Dystrophy UK

Brand Awareness Campaign

Graphic Design, Branding, Campaign

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Context:
MDUK works to connect a community of more than 110,000 people living with one of over 60 muscle wasting and weakening conditions. So everyone can get the healthcare, support and treatments they need to feel good, mentally and physically.

Brief:
The Charity needed a brand awareness campaign that would capture audiences’ attention, communicate the urgency of the Charity’s mission and encourage people to find out more about the conditions and community it supports. Each touchpoint needed to stand out in a crowded digital space on socials whilst remaining consistent with the charity's existing brand across every platform. 

Role:
I led the design direction of the integrated campaign, working alongside the creative content manager and digital team to provide creative support on the ideation, execution and rollout of assets. The campaign was bold, informative and easy for cold audiences to engage with. Strong messaging, which highlighted the daily reality of living with the conditions the charity supports, was paired with a suite of typographic digital assets designed for social media, email, web, OOH and printed touchpoints. Clear visual hierarchy, bold colours and concise calls to action helped audiences quickly understand the campaign and encouraged immediate participation.

Result:
An integrated marketing campaign, designed to raise awareness and encourage audiences to find out more about the work of Muscular Dystrophy. Campaign materials were promoted during the RHS Chelsea Flower Show event and combined bold design with clear messaging to engage audiences and inspire immediate action.