The Artie Beat Club aims to encourage children to look after their hearts and has 30 000 members aged between seven and 11.
Marc & Anna was appointed to direct the redesign in September 2009, after the consultancy was selected from the BHF roster.
BHF design manager Louise Kyme says, ‘We appointed Marc & Anna as it had commissioned illustration for us in the past. It’s a young and funky consultancy, and we knew it would bring fun to Artie.’
The BHF briefed the consultancy and chosen illustrators to create an iconic character that would engage members and was not too complicated for young children to draw, says Kyme.
Three illustrators produced versions of Artie which were then sent out in a newsletter to the club’s members to see which design the children preferred.
The selected design by Eugene and Louise shows Artie as a heart-shaped superhero. It will be seen in the club membership pack, which includes a membership card, badge and reward medals, and in two books, which Eugene and Louise are currently creating, due out later in the year.