Variety: Brand Identity & Communications
75 years of changing children’s lives deserved more than an anniversary badge. We used the moment to put fresh energy into the brand - and help Variety fly again.
Variety has spent 75 years helping children and young people across the UK live fuller, more independent lives. Its anniversary created the perfect moment to celebrate that legacy. But we saw an opportunity to do more than mark a milestone.
We used the occasion as a catalyst to inject fresh energy into the brand - keeping the colour, warmth and star-power people already associated with Variety, while creating a more vibrant and contemporary expression for the organisation.
We refreshed communications across digital and print, redesigned the Sunshine Coaches themselves, and created a celebratory anniversary identity and visual theme for Variety’s fundraising events.
And the work didn’t stop there.
The impact of the new expression led to us being asked to overhaul Variety’s full brand guidelines, creating a stronger foundation for the future.
That renewed momentum has coincided with real organisational progress too: in 2024 Variety’s income grew 20% to £6.64m, while the number of Sunshine Coaches delivered jumped from 49 to 87.
A reminder that brand-first thinking doesn’t just help organisations leap.
Sometimes it helps them fly again.