Elderly charity takes Creative Leap

Creative Leap has created the identity and campaign materials for the Royal United Kingdom Beneficent Society’s annual fundraising drive.

The charity focuses on helping elderly people retain their independence and support themselves at home. The London consultancy has also created school and volunteer packs, direct mail, stationery, T-shirts and branded merchandise.

RUKBA fundraising director John Burgess says: “We hope to raise awareness of the help we give to older people, and involve youngsters through the exciting design of the information packs for schools and volunteers.”

“The appeal logo is based on a rose and echoes our more traditional existing identity, adding a new, vibrant, energetic feel to our literature,” he explains.

Creative Leap creative director Mervyn Caldwell says the identity expresses a “positive, upbeat attitude towards independence, which is better than trying to demonstrate the negative side of problems the elderly often face”.