They say it takes a village to raise a child.

And while raising a child is never a small feat, for many in London the pressures are multiplied. Essentials are unaffordable. Friends and family might not be close by, or able to help.

800,000 children in London are living in poverty. In local neighbourhoods and communities across the capital.

Little Village want to change that.

They’ve taken a simple idea that’s growing into a big difference.

At the heart of their work, is the opportunity to pass loved baby goods from one family to another. Baby clothes, children’s toys, beds, buggies. Sharing essentials. Sharing understanding.

They call it a baby bank.

Little Village was growing and needed to reach a more diverse audience to give and get support. We helped them to develop a proposition driven approach that created an idea at the heart of the brand to inform all activities and gave audiences something to proudly support.

The result? A vibrant visual and verbal identity packed with emotion, care and loving personality. From the typeface choice to the illustration style the identity has distinction and impact, coupled with a heartfelt passion to make a big difference.