DKMS
Shine On
Hope created the concept, brand identity and campaign materials for Shine On – a one–day fundraising challenge for DKMS. Held on the summer solstice, the longest day of the year, the event invites people to use the extra hours of sunlight to help give patients the longest life possible.
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DKMS, a global nonprofit fighting blood cancer, wanted to grow its UK presence and raise money to expand the stem cell donor register. The campaign needed to engage new and existing supporters, starting with a simple ask: raise £40 – the cost of registering a donor.
Challenge
The brief was to use our skills as a charity design agency to create a campaign that felt hopeful, urgent and actionable. It had to work across audiences and channels, encouraging people to get involved in a way that felt personal and powerful.
Solution
We built Shine On around the idea of light as energy, time and life. The identity was designed to be flexible and uplifting – rooted in the summer solstice and encouraging the target audience to create their own challenge. From lockup to launch, we delivered a full creative suite including visual identity, messaging, digital assets and supporter materials. Shine On invites people to run, cycle, swim – or create their own challenge – and help more people with blood cancer to Shine On.
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