Problem: For Shelter's annual pre-Christmas Carol Concert held at St Martin-in-the-Fields church in Trafalgar Square, we were tasked with putting together a unifying identity for the event and all the associated materials. This event is a key stewardship event for the charity, allowing them to deepen their relationship with high-value supporters and thank them for their continuing support. It’s also a chance to showcase the year's work and the impact it has on real people at the sharp end of the housing crisis.
Solution: For this warm, intimate family event, we crafted an identity that influenced the church's decorations and featured the name ‘Light up the Night.’ Shelter brings light to the lives of families across the UK thanks to our supporters, making it fitting for 'light' to be the central theme. We wanted event attendees to feel closer to our cause after attending the carol concert, motivating them to further support us, tapping into their natural inclination to offer assistance during this time of year.
The evening successfully raised a total of £160,000 for Shelter, including match funding from Nationwide.
