Clear Defendable Territory

Dogs Trust

How can a brand bring joy to both people and dogs?

Arthur D. Little

Arthur D. Little

Making a creative leap for consulting

Full Time

How do you create a campaign brand that’s packed full of fun and purpose in equal measure?

B&Q

Renovation and extension

Putting nature and business in balance

Scott Dunn

How do you show the value in a luxury travel brand when the whole world is already within reach?

GoFit

How do you create a high energy fitness brand while keeping costs down?

Ayres

How can a new product brand become a British icon?

Menzies Distribution

Menzies Distribution

Delivering dynamism

Naelofar

The fashion brand that's empowering women every day

Celebrity Fitness

Celebrity Fitness

What happens when former rivals join the same team?

Ueshima Coffee Company

Ueshima Coffee Company

The Pursuit of Perfection

London’s Air Ambulance

Saving the lives
of Londoners

Brand Identity
| Brand Positioning
| Strategy
| Tone of voice

London's Air Ambulance

A new helicopter to save lives in London

London’s Air Ambulance trauma team provides immediate medical treatment to critically injured patients at the scene of their incident within minutes. However, when the helicopter was out of action for maintenance or training, patients were left without support. Another helicopter would save more lives. But it would increase costs by £1.2 million per annum, a huge challenge for a small charity. The Clearing used the livery of the helicopter and the rapid response car fleet to maximize Londoners’ awareness, understanding and support of the charity. £4.5 million of the 5-year £6 million target was raised within months with a campaign featuring the rebranded helicopter, and a second helicopter was purchased two years after the new designs were launched.

London's Air Ambulance

London's Air Ambulance

London's Air Ambulance

London's Air Ambulance

Communicating the story

London’s Air Ambulance delivers world-class pre-hospital care to Londoners – helping 2,000 critically injured people inside the M25 every year. Providing a 24/7 service costs £8.7 million per year, mostly funded through charitable donations. The Clearing realised that the helicopter – the brand’s most visible asset – wasn’t telling their story or boosting fundraising. Highly visible in the sky above London and always photographed when attending incidents, it was a missed opportunity covered with sponsor’s logos. The helicopter became a billboard featuring a call to action, number of critical missions and trauma team messaging. The centre of all PR and fundraising activity, it helped communicate the story. During the first year of the rebrand, fundraising income increased by 68.3% year-on-year.

London's Air Ambulance

London's Air Ambulance

London's Air Ambulance

London's Air Ambulance

New positioning and identity

The new positioning and visual identity helped communicate London’s Air Ambulance purpose and charitable status, and generate financial support to deliver the second helicopter.