Duchenne UK
Partnering with Duchenne UK. A pioneering charity focused on finding a cure for Duchenne Muscular Dystrophy, a fatal muscle wasting disease affecting 1 in 3,600 boys.
Brand Identity / Ideation / Brand Guidelines / Web Design / Social Media Design / Merchandise Design / Photography
The challenge.
Duchenne UK needed a way to stand out in the crowded charity sector and help increase donations to fund research into a cure.
The solution.
Living with Duchenne Muscular Dystrophy makes the boys who have it anything but weak. The concept of the 'World’s Strongest Boys' inspired a distinctive identity, designed to resemble a sports brand rather than a charity. The campaign encouraged supporters to use their strength to help the boys who are losing theirs.
The strategy.
Every aspect of the design, writing, and production revolved around the concept of strength. The logo was inspired by weights on a weightlifting bar, while heavy typography and a bold monochromatic colour palette enhanced the theme. Photography was captured in an epic style to evoke a powerful mood.
What we did.
A full-service online experience was developed, allowing people to engage and support the boys. Four prominent sporting influencers created bespoke World’s Strongest Boys classes, while protein shakers, gym t-shirts, and tote bags were sold to raise additional funds.
The impact.
The World’s Strongest Boys apparel sold out, enabling Duchenne UK to reach a wider audience and secure thousands of new donations for research into a cure. The brand story garnered national press coverage, and the design work received accolades at Creative Circle.
