The redesign of Save the Children UK aimed to allow the brand to visually reflect its philosophy and purpose. The visual design should stand as a statement of authenticity for an organization made of pioneers and brave individuals working together on a common mission – to stand on the side of children and protect their rights.

The visual identity has been designed in order to express a sense of truth and urgency by being clear and accessible. The language used is a reference to the graphic style of newspapers, as it aims to be real as the stories are. The digital experience is focused on providing meaningful context to real-life emergencies happening around the world and on presenting to the users ways to take actions in support of urgent appeals.