Branding: British Red Cross readies overhaul

The British Red Cross has hired design agency Bell with a six-month brief to help the charity revamp all its marketing and communications.

The organisation is seeking to position itself as modern, dynamic and responsive to appeal to a broader audience. Fiona Smith, head of marketing at the British Red Cross, made the appointment at what she said was 'an important time' in its communications journey.

Last year, the charity campaigned heavily on HIV issues, and ran a Christmas campaign in conjunction with Tesco, selling a range of red 'stocking fillers', such as cameras, with a donation from the sale of each product going to the charity.

Separately, Bell has won a brief to create a brand for the government/private industry partnership the Energy Technologies Institute, which is backed by brands including Shell, Rolls-Royce and BP.

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