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Fight for Sight appoints Rufus Leonard to revamp brand and digital presence to cater for visually impaired users


By Gillian West | Social media manager

May 12, 2014 | 2 min read

Fight for Sight, the charity that funds pioneering eye research to prevent sight loss and treat eye disease, is to begin working with Rufus Leonard in order to strategically realign the brand for wider appeal.

The creative engagement agency won the account following a competitive pitch via Creativebrief intermediary and will now seek to identify how Fight for Sight can drive awareness for its cause, resulting in more donations.

As part of this process Rufus Leonard will work with the charity to develop a ‘campaignable’ idea that will both capture and inspire the nation with different target segments approached with different messages and content through different channels throughout the calendar year.

“A diagnosis of sight loss can be devastating. At Fight for Sight we want people to know that through funding research, their future could be much brighter. It is a challenge to stand out in the competitive landscape in which we operate but we feel confident that Rufus Leonard, with its vast experience in brand transformation and active brand management, will help us achieve this,” said Michele Acton, chief executive, Fight for Sight.

Rufus Leonard, executive creative director, James Ramsden, added: “We are excited to help Fight for Sight build a brand to match its distinctive approach; one that will cut through and bring the issue to its audience. We’re planning to use a different approach to the way we connect to new audiences and develop content to ensure that it motivates as many people as possible, encouraging people of all ages to take care of their sight.”

One of the challenges facing Rufus Leonard as part of the brief will be to create a website for the charity with a UX designed with visually impaired users in mind.

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Rufus Leonard

Rufus Leonard is an independent agency who builds category-defining service brands through design & technology. We act as the catalyst for service brands with the desire to be foremost, standard-setting, and first choice. Our services help brands define their unique promise then – crucially – deliver it across how they think, look and speak, how they interact with customers, how they harness innovations, and how they rally their people. We’ve been helping service brands retain, regain or define their categories for over 30 years, including British Gas, BBC, Lloyds Banking Group, Pinsent Masons, British Red Cross, The Gym Group, The Student Hotel, and London Business School.

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