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Shooting Star Chase rebrands with help from Nicole Scherzinger, Dermot O’Leary and Hugo Taylor

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By Ishbel Macleod, PR and social media consultant

February 17, 2014 | 2 min read

Shooting Star Chase, a charity caring for babies, children and young people with life-limiting conditions, has been rebranded pro-bono by Fitch.

Shooting Star Chase’s new identity incorporates multiple logos to reflect the changing emotions of children and their parents at a hospice.

The rebrand also saw celebrities such as Nicole Scherzinger, Dermot O’Leary, Hugo Taylor, Chris Robshaw and Rosie Fortescue each create a ‘Friendly’, characters designed to help break down the misconception that children’s hospices are sad and depressing places.

Fitch agency director, Kevin Doherty, said: “Having multiple logos is a very brave thought as it probably breaks the traditional rules of branding where it was all about consistency.

“But brands are becoming more playful and they have to be in the social era and this brand really does that. We’ve created a suite of logos and underneath that a family of fingerprint ‘Friendlies’ that can be used for bespoke campaigns and messaging. The key thing is the fingerprint idea is so strong that even when it appears in different ways the seamless thought runs all through it in a way that it is immediately recognisable.”

The redesign comes following the merging of Shooting Star and Chase in 2011.

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