Verbal identity
The brief
Fight For Sight was a charity with a great name and a big problem. With increasing numbers of charities bombarding us with heart-wrenching appeals, how could they stand out? Moreover, unlike most of the biggest names, Fight For Sight doesn't save lives. Just a key enabler for good quality of life - eyesight.
The insight
Inspiration came from reading about some of the incredible research projects the charity has funded – like the remarkable app people in poor countries can use to help diagnose serious eye problems. We eschewed the ubiquitous sob stories, focusing on these instead.
The idea
Working closely with a senior designer, we created a standout graphic identity and full guidelines. Our tone-of-voice principles – brave, pithy, people-focused and inspirational – reflected our positive, pull-no-punches approach. We also devised a suite of powerful campaign executions.