Brand it like Beckham

To mark Beckham’s tenth year as an ambassador for Unicef, this fund was set up to help protect millions of children from danger.

The 7 Fund is his ‘personal commitment over the next decade to helping children who need it most’. Through the fund, Beckham will use his global voice, influence and connections to raise vital funds and advocate for change for children across every region of the world and in every aspect of Unicef’s work for children.


Our task was to create a coherent brand for the new fund that balanced both the Beckham and Unicef ‘brands’ and the chosen name for the fund: 7. (This was his shirt number at Manchester United.)

This is the approach that the initiative takes – the strong use of typography and blue-washes means the project can dovetail with Unicef UK’s brand positioning.

We were able to ring-fence a unique URL for the project – 7.org – where there’s more information on the project. The ‘seven’ theme carries across all of the work that the initiative fund-raises for: seven countries are recipients, including child protection in El Salvador, nutrition in Papua New Guinea, education in Bangladesh and hygiene in Burkina Faso.

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