Keeping families close

A brand refresh for Ronald McDonald House

What do you do when you need a brand that can work equally well for corporate donors as it does for families? And how do you create a toolkit that has enough variety and scope to allow fundraisers to create a vast array of different types of communication, while still achieving consistency and coherence?

Our answer? Radical simplicity.

Three shapes, six colours, two typefaces, a pattern, and some great photography.

Ronald McDonald House Charities provide free accommodation to families whose children are seriously ill in hospital. They make it possible for families to stay together during incredibly challenging and distressing circumstances. Like most charities they need to raise funds and stand out. Unlike most, their audiences range in age from just a few days old right up to those in the boardroom.

Without touching the logo, we developed a brand identity which provides both bold, eye-catching simplicity, as well as subtlety and scope for variety. It can be playful, and it can be serious. It is bright, optimistic and child-friendly, but can also convey a grown-up tone of voice appropriate for a corporate audience. And it never loses touch with the brave little people and their families who are the reason for the charity’s existence.


What We Did

  • Brand identity
Ronald McDonald House Charities cover design
Document spread
Father and daughter
Document open
Bag design
Ronald McDonald House Charities document variations
Ronald McDonald House Charities document variations
Brand guidelines for RMDHC


Photography – Richard Lewisohn

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