The Descent of The Shard
This project was completed while freelancing at We Launch. The brief was to create a standalone name, identity and multi-channel marketing campaign for a charity abseil down the tallest building in Western Europe – The Shard.
The event was the brainchild of HRH The Duke of York, and in aid of two charities; The Outward Bound Trust, of which he is patron, and The Royal Marines Charitable Trust Fund. The target demographic for the event's participants and sponsors was quite exclusive, so it was positioned as a ‘unique, once in a lifetime opportunity’.
The project involved naming, identity, copywriting, promotional literature, website design and build, email marketing, online advertising, event signage & wayfinding, and a post-event bespoke book design using photography from the day. The event achieved a wide range of UK press and TV coverage, and smashed the projected total sum of money raised of £1million, by reaching over £2.5million for the two charities.