Leeds RAG is Leeds University’s main charity fundraising body and year by year the most popular society for students to join. It encourages student involvement in a wide variety of activities, adventures and campaigns, all with the aim of raising as much money as possible for the charities it supports.
RAG works with a number of brilliant international and national charities each year, but were beginning to see a drop in student participation. Alongside deciding on a new, more sustainable approach to their charitable efforts, RAG decided that a re-brand could re-assert the way that it is viewed across campus and in the wider charitable community.
The re-brand focuses on pivoting the way we interact with charity and fundraising services. It always highlights positivity and the joy of getting involved through bright colourways, down-to-earth copy and dynamic imagery, all of which create better engagement across the student body. Leeds RAG also has to appeal to the charities they work with, so the brand embraces clarity and professionalism alongside a sense of youthfulness and enthusiasm.
Fundraising organisations always have to have finance on their minds, so cost-saving was factored into the rebrand. By re-thinking the design of the RAG Mag, the society saved over £800 in printing costs – this means more money to put into great events and raise more for the charities who need it.
