The Big Rappel had all the ingredients of a memorable fundraising event. Hundreds of participants. A remarkable cause. And the chance to descend the side of the world’s most famous building.

But memorable events don’t automatically become memorable brands.

To maximise participation, fundraising and long-term awareness, the campaign needed a distinctive identity that people could instantly recognise, proudly associate themselves with and enthusiastically share with others. Every touchpoint, from recruitment through to event day, needed to create excitement, confidence and anticipation.

Our role was to create a brand capable of turning individual participants into ambassadors, giving the event a much bigger presence than the physical challenge itself.