Spurgeons

Creating a new footprint for national childcare charity

Spurgeons was founded in 1867 by Charles Haddon Spurgeon, to care for fatherless boys. Nearly 150 years later the charity's brand needed to be stronger than ever before to stand out in the market place and clearly present its core objectives. The ABA team worked alongside the client design and marketing team providing them with clear brand strategy across products and communications.

After taking the client team through a naming excercise it was decided that Spurgeons would remain as the name of the charity. With that in mind we discovered the words 'Spur on' right in the middle of the name. This bit of DNA was then used as part of the messaging strategy in the brand refresh campaign.

Stomping fundraising work for children across the UK

Spurgeons was established 140 years ago, and their work today with vulnerable children is some of the most respected in the country. Once a year they love to let their hair down and raise some money with The Big Orange Stomp.

Brief: Spurgeons wanted to establish an annual fundraising event. It would be a highlight in the calendar for staff, supporters and beneficiaries. The marketing department were really enthusiastic and wanted to create a symbol that communities could relate to.

Solution: Working closely with the client team we agreed on a character brand approach and so Stompy the caterpillar was born. Stompy stands for fun and joining in. The event was named The Big Orange Stomp and our design team set about character creation and a set of graphic campaign elements.

This year we were really grateful to Aiden Davis for supporting the campaign as it went to primary and secondary school councils across the UK. The project team created a successful CMS digital solution that brings the brand alive and is a great touch point for young people and a great resource to event organisers.