We were challenged by Save the Children, SYMCA and Sheffield Hallam University came together to tackle child poverty in South Yorkshire. The goal was to create a new brand to be the face of this organisation. We worked with affected people in the community to develop a visual identity and name for the new organisation that, whilst part of the Save the Children umbrella, felt entirely new and unique.

we crafted Mitch, or ‘Making Impact Towards Children’s Hopes’. The new organisation has a name that is its message and goal. The name was developed with campaign flexibility in mind, with ‘Hopes’ easily being swapped out for any of the organisation’s key poverty target areas: Homes, Health, Happiness and Horizons.

The Mitch colours and rainbow unite all of the supporting brands with Hallam pink, SYMCA blue and Save the Children’s secondary brand colour, orange.

The Mitch rainbow, used in the corners of its visual media, is made up of the letters H, O, P, E so that hope is always in the picture. It is truly designed to represent Sheffield as a ‘Place of Hope’.