Cancer Research UK: Reinvigorating CRUK’s year ahead loyalty mailer

Creating a fridge-worthy calendar that highlights the opportunities for fundraisers to get involved.

What we did

Design
Illustration
Messaging

The CRUK Year Ahead mailer is an established piece of communications to their supporters, which has served them well in the past. The Brand Loyalty team approached us to come up with a new creative direction for the publication which had followed a similar style for a number of years.

By working with the team to understand the audiences they were trying to speak to, we realised that the creative needed to be warmer and less corporate in feel than previous iterations.

We designed the illustrated cover to look more like a call to action than a plea for donations.

The aim was to get people excited about all the ways they can get involved with this life-saving charity; previously it had felt too much like a page from an Annual Report.

By carefully co-ordinating with the central brand team at CRUK, we developed a new set of illustrations that tell the story of the year ahead, in a way that people might actually want to stick on their fridges.

A range of character illustrations was created in keeping with CRUK’s guidelines and colour palette.

The calendar unfolds to show the whole year on one side with key dates and events highlighted for easy scanning.