TAP London is an organisation using contactless technology to fundraise for London-based homeless charities.
Having received funding from the Mayor of London’s Rough Sleeping Innovation fund to be a part of the Mayor’s winter campaign, TAP London wanted to develop their own brand whilst also finding a way to sit alongside the Mayor’s brand status.
The brand and campaign would need to resonate with London’s public in high-footfall retail locations which meant communicating several messages concisely; who are they, where does the money go, and how does contactless donation work?
We developed a visually striking brand with an unapologetic tone based around the repetition of the line ‘Give a TAP’. Paired with the repetitive imagery the brand illustrates that every small donation can help build up to make a difference.
We then took TAP London’s new brand and created a campaign that would retain their attitude but also fit in with the Mayor’s winter campaign.
We designed counter-top donation points and large contactless posters which were positioned in Europe’s biggest inner-city shopping centre, Westfield London, and Seven Dials in Covent Garden.
The campaign raised over £100,000 for homelessness charities and has resulted in ongoing partnerships with Network Rail which will help to build on the achievements so far.