BBC Children In Need

A visual identity for the first Children In Need Designer Pudsey campaign, rolled out across campaign collateral and an exhibition at Liberty, London.


Children in Need is the BBC’s UK corporate charity. Fundraising each November via their annual appeal night, Children in Need provide grants to projects focusing on children and young people in the UK.


In 2011 Children in Need launched the inaugural Designer Pudsey Collection, with 11 fashion designers creating their own bear. The high-fashion bears were to be auctioned for the charity. A new sub-brand was needed to relate to the project’s fashion aware audience, without alienating their core supporters.

Discovery and Design

Armed with the existing ‘BBC Children in Need’ brand tools, we set about creating an identity for the Collection, based around the iconic Pudsey marque and the fantastic hi-res imagery we had of the designer bears. We teamed this with an understated colour palette and classic typography. This identity was rolled out onto collateral for the exhibition at Liberty in London, including invitations, donation cards and exhibition graphics. A set of postcards was also created, to be sold in-store whilst the exhibition was running.


The inaugural collection was a huge success. All of the bears were sold and the Luis Vuitton Pudsey alone raised a whopping £36,500.

Thanks thanks thanks for the lovely work you did with us.

Sam Bunis - Children in Need