Clients: DecAid
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DecAid is a national appeal set up to honour the 10th anniversary of the beginning of the Afghanistan conflict. The appeal hopes to raise over £350,000 for three charities that help current and ex-servicemen and women, and their families, who have been affected by the conflict in Afghanistan since it began in 2001.
DecAid looked to Sound in Theory to create their branding and website, to increase their online and offline profile, and thereby raise donations to help them reach their target.
DecAid’s branding needed to invoke key values of patriotism and bravery, to reflect the servicemen and women that the appeal seeks to help. Using the Union Jack colour palette, with a reworked cross shape, Sound in Theory created a logo for the brand that reflects these key values yet remains politically neutral. This logo is also recognisable with or without the accompanying ‘DecAid: Honouring 10 Years in Afghanistan’ text.
The font we used for this DecAid text helps to reinforce these values, yet keep the branding from appearing overtly masculine. The letters overlap each other, reflecting characteristics of support and togetherness. The dot above the ‘i’ in ‘Aid’ is shaped like a flag, to further show the noble nature of the DecAid brand.
The website Sound in Theory designed and created for DecAid needed to balance the staunch nature of the events that they run, yet maintain a humorous edge. This would ensure DecAid doesn’t appear too macho or militant, so can appeal to as wide a range of people as possible for funding, in the way Comic Relief does. To achieve this, the website is designed with bold, strong-looking fonts that have a hand-drawn friendliness to them. Comical illustrations are also peppered throughout the site, to show the events they run in a palatable way.
The website is built with an easy to use CMS, to ensure DecAid can keep it updated on all their latest information and events. We used Flash animation to create the Event Target thermometers, to ensure these remain eye-catching and encourage people to donate money. We also created a remembrance wall, where visitors can pay their respects by posting a message of remembrance.
Responsibilities for DecAid