During its 50-year history, the BHF has always been a highly successful organisation, from conducting ground-breaking research to running the UK’s largest charity retail chain. We tapped into this heritage to articulate a powerful brand idea The Relentless Determination to Succeed.

We sharpened this to a bold call to action Fight For Every Heartbeat that was brought to life through a series of personal stories explaining this fight from the perspective of survivors, researchers, nurses, fundraisers and volunteers.



We created a more emotive and urgent tone of voice for the BHF along with a bold approach to brand identity around the four principles of Simplify, Intensify, Amplify and Red-ify. The result is an arresting style and tone for the brand, which has so far been rolled out across communications, digital and the retail space.

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