Proximity helps extend Save the Children’s reach

Save the Children is to update its brand and has appointed Proximity London to undertake the work and review its communications style.

The group, which starts work in October, was appointed following a five-way pitch against undisclosed groups last month.

According to a Save the Children spokeswoman, details of the brand refresh have yet to be confirmed, but the project is unlikely to involve changes to the marque itself.

‘We’re evaluating [how the brand] should be strengthened and the direction it’s heading,’ she says.

The news comes as the charity announces it is to launch a revamped website, designed by Good Technology, next week.

The refreshed site focuses on the use of ‘strong, clear and simple photography that makes children the centre of what we do,’ says Save the Children e-communications manager Matthew Travers.

Good Technology was appointed 12 months ago, following a four- way pitch against, Euro RSCG Circle and NetInfo.

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