ABOUT

Steps for Pets was a loose concept brought to me by the Blue Cross Fundraising team - the wanted to create a new initiative that would attract a younger audience and provide a brand new marketable event for their calendar. When the project was first briefed it was just a title.

My brief was to take this title and create a concept, identity and framework of collateral - all of which would be used by the Fundraising team to launch the brand new event.

The end product was a new, more stylised approach for the Blue Cross brand. Incorporating illustration to lift the collateral and deliver more energy to the overall feel of the event. It was important that the event collateral communicate loud and clear what the call to action was - it would be competing for attention against other heavily branded marketing pieces.

The end result was a range of vibrant and energetic print pieces, a full mail-able fundraising sign up pack, and some clever on site POS marketing tools.

In its first year, Steps for Pets succeeded in recruiting a substantially younger audience, and performed well in testing.