Growing a national campaign that helps charities make more of every donation

Gift Aid Awareness Day plays an important role in helping charities maximise one of their most valuable sources of income. As the campaign continued to grow, Charity Finance Group wanted to refresh its visual identity and supporting communications while retaining the recognition it had already built within the sector.

Working closely with the team, we helped evolve the campaign identity, creating a more flexible visual system that could be used consistently across digital channels, campaign resources and partner communications. The focus was on making the campaign feel more engaging, accessible and straightforward for charities of every size to support.

Rather than delivering a one-off refresh, we developed a campaign identity that could evolve with each annual launch. Alongside the refreshed branding, we created a suite of campaign assets and templates that made it easier for Charity Finance Group and its partners to promote Gift Aid Awareness Day consistently across multiple channels.

We also introduced animated social stickers that partners could add to their own content. This gave the campaign a more recognisable presence across social media and helped bring together posts created by different organisations under one cohesive visual identity.

Since the initial refresh, we have continued to work with Charity Finance Group each year, supporting the launch of the campaign and adapting its communications for new audiences and priorities. That ongoing relationship helps the campaign remain familiar, relevant and easy for partners to take part in year after year.