The London School of Economics has run a campaign to generate funds for research and student scholarships for a number of years. The challenge was to reenergise the campaign so the school could meet their fundraising and volunteering ambitions by 2030. Unable to change the existing campaign name ‘Shape the World’ Heavenly simple added three new words, ‘Shape the World We All Need’. This instilled a sense of necessity and urgency that reinvigorated the campaign team and their audience.

Visually the campaign needed to be bold and distinctive but also simple enough for the LSE internal team to implement on low budgets. The answer, an identity born from the campaign logotype. By expanding the ‘O’ in World we highlighted global challenges, and created a parenthesis that became a visual identifier, framing any image or headline. Accompanied by a bold approach to typography and a distinctive colour palette, the visual identity is now set to convey the urgency of the campaign and help the LSE team towards their goals.