Style guide and messaging songsheet

Comic Relief
Creative campaign for Red Nose Day 2024
Style guide and messaging songsheet

Working in collaboration with Comic Relief,  we developed the campaign creative for Red Nose Day 2024. Our team developed the design toolkit, messaging framework, illustration set and the full Campaign Style Guide for Do Something Funny for Money for Red Nose Day 2024.


Red Nose Day is an iconic annual campaign that aims to engage and inspire the British public to get involved and raise money to help put food on plates and roofs over heads, keep little ones safe and support families affected by conflict and climate change here in the UK and around the world. Our work needed to connect Red Nose Day to different levels of donor and partner, from those making a donation on their phone to major corporate supporters such as Amazon, and broadcasters such as the BBC.

The extensive campaign guide is used by hundreds of different organisations to guide and strengthen their fundraising ask.

Some pages from the 2014 Style Guide

The messaging approach considered the campaign proposition and how this then translated into a series of messages, from overarching headline messages through to encouraging people to get involved, asking for donations, explaining the case for support and saying thank you.

The style guide covered all aspects of design from logo lock-up, typography and colourways through to illustration style, use of photography and the campaign creative recipe. The design solution included the creation of new graphic shapes, textures, illustration sets and suggested compositions for use in broadcast, online and across promotional advertising. The guide was supported by creative assets that have been used by everyone from large organisations and broadcasters to schools and community groups.

There is still time to get involved in Red Nose Day 2024, so take a look, register online and download the fundraising resources.


Some key visuals from the 2014 Style Guide
Bunting and collection box. Just two of many assets designed by the Comic Relief team, following our style guide and messaging songsheet.
Pages from a fundraising pack. Designed by the Comic Relief team, following our style guide and messaging songsheet.

Helen Thomas, design director at Creative Concern said: “Red Nose Day is such an iconic and well-loved brand, so our approach was to build on Comic Relief’s familiar campaign proposition  of ‘Do Something Funny for Money’ but to inject some new energy, vibrancy and joy into the visual execution. Being funny is core to the identity but so is the transformative power of Red Nose Day. Getting the right balance between motivating people to get involved whilst also communicating the impact and need for support is at the heart of our approach. It’s been an absolute pleasure to work with the Comic Relief team on this important project.”

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