The strategy:
Believing that optimism is the most powerful way to talk about serious causes, McDowall developed the iconic NBCF identity, now synonymous with the cause, including striking range of marketing collateral that works together to build a cohesive, impactful brand.

Results:
NBCF’s brand differentiates it in a crowded not-for-profit ecosystem, helping to attract $55m in funding since 1994. Clear brand guidelines and McDowall’s guardianship help NBCF’s many agencies and suppliers create and maintain consistent communications.